Furniture brand Article has traveled beyond the showroom for its debut campaign with Mischief @ No Fixed Address.
A series of fun spots titled ‘Be a Little Outdoorsy’ mark a surprise tonal shift for an industry that has traditionally been defined by interior design, with often predictable stock shots of furniture as a result.
Daring to be a little different, Article is building on the appeal of the great outdoors to win over new customers by celebrating the best of both worlds, including those who bask under the sun on their sofas and picnickers who enjoy access to a well-stocked fridge.
Daniel Mew, director of advertising at Article, said: “At Article, our goal is to be the easiest way to create your outdoor space. As a part of that, we wanted to highlight that people can still enjoy the outdoors after a long winter season, even if they don’t consider themselves outdoorsy. Taking a different creative direction to the industry norm, the team at Mischief helped us create a campaign that speaks honestly about how our customers will enjoy our beautiful modern furniture.”
MacKenzie Hart, senior copywriter at Mischief, added: “There is a better way to get outdoors that doesn’t require climbing up a mountain and arguing with your friends over which way is north. For Article, this is about creating an outdoor space where you can enjoy the outdoors without having to swat away bugs or display any amount of athleticism.”
Two 30-second spots will run on social media and Hulu as well as local TV in the US and an out-of-home (OOH) campaign in Los Angeles.