Magnet Kitchens has shifted from cupboards and worktops to owls for an autumn campaign with a difference as it touts its design credentials.
Reminding audiences that there is more to good design than beauty alone, the campaign delves into the natural world with a 30-second television commercial and associated in-store activations.
Conceding that nobody does design better than nature, the home improvement retailer showcases the bond between a young girl and a barn owl. ‘Beautiful. Purposeful’ shows that you don’t have to wait for millions of years of natural selection to play out to enjoy a new kitchen, with the brand claiming to impart the same attention to detail in its Nordic Nature kitchen range.
Drawing inspiration from the world around us, the advert likens the emotional connection between the girl and the owl to the importance of the kitchen as a hub of home life.
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Anna Russell, marketing and digital experience director at Magnet, said: “Our intention with the advert was to celebrate Magnet’s passion for purposeful design, showcase the inspiration of nature with the Nordic Nature kitchen, and create an emotional connection with the viewer – because kitchens are such an important part of family and life.”
Imogen Tazzyman, executive creative director at McCann Manchester, added: “We’re incredibly excited to release our new Magnet work into the wild. Our brand new platform, ‘Better. By Design,’ comes to life across every channel, and brings together beautiful craft and some clever thinking. Just like a Magnet kitchen.”
A custom score by composer Lennert Busch completes the magical package.