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    Ad of the Day: DFS uses creature comforts to embrace individuality

    Building on last year’s ‘What’s your thing?’ brand platform, furniture retailer DFS has launched a wild campaign featuring a whole pack of animals who are unapologetically themselves.

    In ‘Animal Thingdom,’ viewers go deep into a range of decked-out habitats filled with interiors to suit all manner of tastes. There’s a self-obsessed peacock who can’t stop looking at himself in the mirror, a family of DJing bats, a couple of super relaxed lizards, a cosy family of home-loving hedgehogs and a golf-obsessed tortoise.

    The campaign hopes to encourage people to celebrate their individuality and embrace whatever their ‘thing’ might be. It’s led by a TV spot and will be further amplified through video-on-demand (VOD), social media, radio, digital display, digital out-of-home (DOOH) and print across the next quarter.

    Credits

    DFS

    Marketing director: James Brewer

    Senior creative manager: Kim Knowles

    Pablo

    Executive creative director: Dan Watts

    Creative directors: Charlie Gee and Tian Murphy

    TV creatives: Chris Bovill and John Allison

    TTL creatives: Rohit Tharakan and Fei Waller

    Managing partner: Sam Morgan

    Business director: Gina Hood

    Account director: Dan Hughes

    Senior account manager: Isobel Kai

    Chief sales officer: Mark Sng

    Planning director: Chris Turner

    Head of production: Tom Moxham

    Acting head of production: Charlotte Lipsius

    Agency film producer: Sophie De Lacey

    Senior project manager: Amanda Nixon

    Senior project manager: Emily Henderson

    Business affairs: Sarah Brown

    Production

    Production Company: Drool

    Director: Freddie Powell

    Executive producer: Genevieve Sheppard

    Producer: Jess Wylie

    Director’s assistant: Joe Paul

    Director of photography: Patrick Meller

    Production designer: James Hatt

    Production manager: Harriet Staples

    Production assistant: Bella Russell Flint

    1st AD: James Sharpe

    Creature effects supervisor: John Nolan

    Puppet captain: Rob Tygner

    Edit house: Trim Editing

    Editor: Thomas Grove Carter

    Assistant editor: Joey Henshaw

    Offline producer: Noreen Khan

    Post House: Untold

    VFX supervisor: Alex Grey

    VFX lead: Jack Harris

    Asset lead: Mary Doyle

    Colorist: Aubrey Woodiwiss

    Chief creative officer: Neil Davies

    Exec producer: Tom Igglesden

    Producer: Ella Glazer

    Sound house and producers/team: 750mph

    Sound design/mix: Sam Ashwell and Mike Bovill

    Audio producer: Olivia Ray

    Music supervision company: Birdbrain

    Photographer: George Logan

    Senior Producer: Ben Hills

    Photographer agent at Horton-Stephens: Paul Cowen

    Set designer: Adi Van Zyl

    Retoucher: Mark Baxter

    Interested in creative campaigns? Check out our Ad of the Day section and sign up for our Ads of the Week newsletter so you don’t miss a story.

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