THE One - "Boredom"

Grey Worldwide Dubai

Grey Worldwide Dubai Dubai, Emirati Arabi

4269

Marca: THE One
Paese: Emirati Arabi

Cliente: THE One (Total Home Experience)

Titolo	Boredom
Agenzia	Grey Worldwide Dubai
Campagna	Save The World - THE One
Cliente	THE One (Total Home Experience)
Marca	THE One
Posted	Febbraio 2006
Prodotto	Home Furniture
Settore	Utensili domestici, Mobili e giardinaggio
Trama	THE One campaign reshaped the whole retailer category moving out of the cliché ads and beautiful clean furniture shots. The brand was telling people something different. The campaign was integrated linking in-store to print to outdoor to buses to online.
Filosofia	We discovered that THE One did not have customers but fans. There was no need for product preaching but more of sharing of the mission, vision and experience. THE Ones mission is to save the world from all cheap or overpriced home retailers, from predictability, from clichés, from conformity, from gravity They were involving their fans emotionally in the brand urging them to express themselves in different ways and not be tied down by expectations. THE One brand offers its consumers an emotional experience giving them drama, passion, entertainment, soul by transforming the stores into magical theaters with stage displays, props products and play goals and experience.
Problema	With the plan to take the world by storm, it was imperative that THE One became more powerful as a brand and less associated with furniture per se. We wanted to rise above the category and take the brand to a whole new level and create a powerful personal connection with the customers.
Risultato	The campaign took people by storm, we watched people debate the various executions feverishly. They loved some, they identified with others. Some made them laugh, some made them uncomfortable but they all felt it was distinctive, relevant to the brand, contemporary, edgy, intelligent and challenging. People were waiting for what was coming next. While others basked in the bright side with beautiful people and nice furniture we dared to do things different. It paid off.
Tipo di Media	Pubblicita' su quotidiani
Market	Emirati Arabi
Other	Hala Abdelmalak
Copywriter	Kirti Abraham
Copywriter	Tertia Dutoit
Creative Director	Mounir Harfouche
Advertising Manager	Nadim Khoury
Art Director	Alisdair Miller
Graphic Designer	Rolando Ruiz
Photographer	Suresh Subramanian