Furniture brand Habitat relaunches with new spot

The campaign repositions the design-centric brand for the aspirational mass market

By Creative Salon

Furniture brand Habitat has relaunched with a spot with new agency New Commercial Arts.

‘The Sweet Spot’ highlights how much individuality there is in the homestead, showcasing a wide array of design-led furniture being moved, rearranged and eventually used across a variety of scenarios.

The spot repositions the brand, owned by Sainsbury’s, for the mass aspirational market, with the campaign resetting price perceptions and demonstrating accessibility.

The integrated campaign launched last Thursday with a 30” TVC supported by an extensive Social, Print, OOH, VOD and Cinema campaign. It is the brand’s first work with New Commercial Arts since their appointment in March, the agency set up by James Murphy, David Golding, Ian Heartfield and Rob Curran.


Campaign: The Sweet Spot

Brand: Habitat

Agency: New Commercial Arts

Head of Brand Communications: Stephen Bowes

Campaign Manager: Eleanor Smith

Campaign Assistant: Rachel Morey

Founder, Creative: Ian Heartfield

Artistic Director: Nici Hofer

Copywriter: Loriley Sessions

Art Director Charlotte Prince

Senior Producer: Amanda Davies

Film Producer: Georgia Dickinson

Assistant Producer: Octi Ransom

Founder, CEO: James Murphy

Business Director: Jess Palmer

Account Director: Monica Sabourin

Founder, Strategy: David Golding

Strategist: Summer Taylor

Projects Director: Sylvie Edwards

Media agency: PHD

Media planners: Lizzie Andrew

Kate Mitchell-Gears                                                     

Design: King Henry Soho

Designer: Danny Thompson

Retouching: Mark Henry

Production Company: Riff Raff films

Director: Ivana Bobic

Producer: Kate Brady

Production manager: Savva Stavrou

DOP: Tom Sidell

Production designer: Max Randall

Editing Company: Final Cut

Post-Production: Bubble

Post Producer: Alison Wendt

Colourist: Marty McMullan

Music Supervision: Leland Music

Photogrpaher: Nadia Ryder / Serlin Associates

Production Company: Creative Blood

Post Production: King Henry


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