Dunelm - DYW - I Love It

Dunelm Encourages Customers To Embrace Individuality

Spot from Creature celebrates self expression in the home

By creative salon

Homewares retailer Dunelm is revealing its Autumn campaign on 15 October with a 60-second TV ad which will launch across ITV over the weekend.

‘Dun Your Way’ aims to empower Dunelm’s customers to defy expectation when it comes to creating and styling a home.

Directed by Stephen Pipe, the ad opens in a dystopian, washed-out street of sameness. The monotony is punctured by one defiant and confident Dunelm customer who arrives home with their new haul of purchases, setting off a chain reaction with neighbours who are inspired to start their own transformations.

Set to track Do Your Thing by Basement Jaxx, the campaign will also be implemented cross-channel on radio, social, in-store, digital and online.

Dunelm will be sharing an exclusive preview of the ad to customers through its Facebook community groups the evening before its official TV launch.

David Murdin, who led development of the campaign for Dunelm, said: “The launch of 'Dun Your Way' gives us an ownable brand and communications platform as well as a lively, bold tone of voice, which we hope will empower our customers to create a home which brings them joy, done their way and no one else’s.

“We’ll be encouraging both our colleagues and customers to share ‘their way’ with us over the next few months, showing us the Dunelm products they love and how they’ve done things their way when decorating and styling their homes.”

Ben Middleton, chief creative officer at Creature, said: “"The launch of the 'Dun Your Way' campaign is a big, bold, liberating leap forward, designed to inspire and delight the interior tastes of the masses and our mums. Making this work with the highly ambitious, ferociously smart team at Dunelm has been a ton of fun and now we are excitedly waiting to see everything from cushions to curtains changing all over the country."

Media strategy, planning and buying has been handled by Goodstuff.

The Autumn campaign will be followed by a Christmas activation, which will further amplify the retailer’s new platform.



Company name: Dunelm

Interim Brand Marketing Director: David Murdin

Senior Brand Manager: Amy Lindley

Senior Brand Marketing Planning Manager: Georgie Seel

Brand Manager: Ellie Hughes

Head of Creative Content: Chris Roughton


Creative agency: Creature

Chief Creative Officers: Ben Middleton & Stu Outhwaite-Noel

Associate Creative Director: John Osborne

Creative: Meg Egan

Design Director: Tim Green

Designer: Elspeth Watson

Head of Integrated Production: Kristie Girvan

Producer: Eleanor-Rose Stamp

Chief Strategy Officer: Andrew Gibson

Strategist: Lotte Jones

CEO: Dan Cullen-Shute

Chief Client Officer: Hanisha Kotecha

Business Director: Sian Richards

Account Director: Sam Dempsey

Senior Account Manager: Ciara O’Brien


Media agency: Goodstuff

Group Strategy Director: Tim Whatley

Planning Director: Alice Kinoulty

Planning Manager: Hattie Bettridge

Digital Director: Vicky Farley

Digital Manager: Frankie Berger

PR Agency: Tangerine

Associate Director: Heather Kenny

Senior Account Director: Suzi Burns

Account Director: Lauren Pritchard

Production Company: Tantrum

Director: Stephen Pipe

Producer: Gwiylm Gwillim

DOP: Benedict Spence

Editor: Quin Williams

Post Production: Coffee and TV


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