DFS has announced the launch of its new brand platform ‘What’s your thing?’ to celebrate individualism and expression of personal style within the home. 

The campaign has been launched via a campaign from the brand’s new creative agency Pablo. Entitled ‘What’s your thing?’ It aims to show that there’s no right or wrong when it comes to tastes and style, promising that at DFS there’s something for everyone.

The marketing platform aims to shift perceptions of DFS from being sofa experts to a brand that ‘empowers and helps its customers to make choices that are right for them’. As part of Pablo’s ‘Active Brand Platform’ model, it aims to be a North Star for the organization, creates cohesion across touchpoints, and enables the brand to play a role in culture.

“The new brand platform is based on a truth at the heart of the DFS business: we have the biggest range of sofas as well as expert staff committed to helping you find what’s right for you.” explained James Brewer, Digital & Brand Director at DFS, “By encouraging a two way dialogue with our customers across our comms, store and digital experience, we can help them feel comfortable and more confident in their choices, and help the whole nation ‘find their thing’. 

The platform launches alongside a film and integrated campaign bringing to life what people’s ‘things’ are. The campaign is led by a television campaign shot with director Freddie Powell via Drool, alongside Creative Directors Chris Bovill and John Allison. 

The fun, upbeat film presents audiences with a joyous celebration of a diverse range of people and their various different ‘things’, driven by their personality and style. The film highlights the importance of individuality and what it means to have a ‘thing’. The slot ends with viewers encouraged to think about what their own ‘thing’ is. 

“We all have a thing. Mine’s adverts.” said Dan Watts, ECD at Pablo, “So it’s been a dream come true to work with such a fun, creative brand like DFS to launch its new platform. We look forward to creating more great work together in 2022 and beyond.”