This “Escape the Catalogue” spot for Wayfair tells the story of a young couple trapped in a dystopian catalogue world of minimalist bland furniture. Once they see their reality for what it is–like the apple the guy’s holding is fake and the baby being cradled by the woman is a toy doll–they are able to break free from the confines of the catalogue into the vibrant, eclectic world of Wayfair where they can fully express themselves in their home and create a new reality of their own.
The first installment of the “Go Your Own Wayfair” creative campaign, “Escape the Catalogue” was directed by Bjorn Ruhmann of SMUGGLER for agency BBH London.
“When Dorothy said ‘There’s no place like home’ she obviously wasn’t living through the Age of Greige,” said Helen Rhodes, executive creative director at BBH London. “In the first installment of ‘Go Your Own Wayfair’ we’re opening eyes to this homogeneity and emboldening the audience to make design choices which reflect who they are, with the help of Wayfair’s immense range of products.”
“Escape the Catalogue” launches the Go Your Own Wayfair platform, and marks BBH’s first engagement with Wayfair–following a competitive strategic and creative pitch in 2022.
“Escape the Catalogue” makes its debut on social media before appearing on TV starting in July, accompanied by a suite of stills showing the quality and variety of products in the Wayfair world. It marks the first instalment of an omnichannel brand campaign running in the U.K. that will ensure Wayfair is fixed in people’s minds as the number one destination for all things home. A second instalment is set to appear early in 2024.
