Background
Loaf is obsessed with comfort. Not in the sense that someone claims to be obsessed with a new TV show; no, this is a total, all-consuming preoccupation. There's a reason their award-winning sofas are widely considered the comfiest sofas in the UK. Until you've tried one, you won't understand the difference between "OK, that's pleasantly soft" and "Blimey, they really have created a science out of getting every exactly detail right." That obsession is something they want to convey in every campaign they do.
Idea
I worked with the Creative Director at Digital Ad Agency Spekk on multiple campaigns for Loaf's Paid Social accounts. I was the lead conceptual designer, coming up with ideas and the design for each post, the motion and editing was done by the Spekk production team. Each campaign tapped into the fun and humorous tone that Loaf is known for and focussed on comfort.
Execution
The first campaign was for the World Cup in the summer - a fun, tongue-in-cheek reactive campaign that was posted when England won a game during the tournament.
The second campaign focussed on the Loaf Movie Collection, a collection of super comfy, extra large modular sofas designed specifically for nights in putting your feet up, watching your favourite films with a bucket of popcorn and all your family and friends.
The third campaign focussed on announcing the new Whole Home Collection from Loaf. This autumn, they’ve expanded their collection like never before with everything you need to make home the comfiest place in the world. From homeware, to beds, sofas, sofa-beds, wardrobes, lighting and many other accessories Loaf brings comfort to every corner (quite literally).
