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We worked extensively alongside the Sofology team to help them articulate their ESG initiatives, defining the strategic and visual expression of their values. After almost a year, we finally got the chance to bring some of these initiatives to their customers - on one of the biggest retail days of the year...
As part of our research into consumer behaviour that formed part of our ESG strategy, we identified a growing discontent towards Black Friday and its growing influence over buying habits.
To capitalise on this shifting sentiment, and to underline Sofology’s ESG efforts, we promoted Green Friday, their alternative stance during the Black Friday sales. Of course, Sofology want to sell sofas, but they want to encourage more conscious decisions. A narrative that aligned with the progression of the business on their ESG initiatives.
A sofa is a big choice, and you want to know that it will last – a quick decision on Black Friday based on price alone could be a costly one. You also want to know that the materials and processes involved in the manufacture are as good as they can be, and - when it comes to the future disposal - that it can be recycled and repurposed where possible.
The core campaign idea was that by avoiding the Black Friday madness and ‘sitting consciously’, customers could become everyday superheroes.
To realise the campaign, we imagined a playful series of portraits showing our heroic customers alongside rousing statements to encourage active resistance to Black Friday.
Our super idea, needed a super-sized set build – which was a problem...
The hero shots required full room set builds, but we also needed to be conscious about what resources we were using to make them – we had to practice what we preached. Anything used on the sets was recycled, repurposed or returned to the stores we borrowed them from. One of the cast even took a plant home on his moped.
Our team of set-builders, stylists, art directors and photographers worked tirelessly over two days to create film and photography to be used across digital media and various OOH campaign placements.
The campaign created a more conscious consumer behaviour, whilst also highlighting and encouraging consideration of their range of eco-friendly sofas and chairs.
Like the fist of a superhero, the campaign made an instant impact...
The campaign recall was up by 3% from the previous year and the Sustainable Edit Volume sales increased by 0.6-1.1% in the three weeks surrounding the campaign.
