DFS encourages people to find their thing in new Pablo campaign

Pablo is behind new campaign for furniture retailer DFS celebrating individual style

By Creative Salon

Britain’s biggest furniture retailer DFS is releasing a new TTL campaign off the back of its recently-launched active brand platform.

The platform, ‘What’s your thing?’ celebrates the idea that there’s no right or wrong when it comes to our individual tastes & styles, and promises that DFS will inspire and help people to be confident in finding their ‘thing’. It aims to shift perceptions of DFS from just being sofa experts, to a brand that actively empowers and helps its customers to make choices that are right for them.

The new campaign - The Animal ‘Thingdom’ - builds on last year’s launch by encouraging people to unlock their individuality through celebrating the rich varieties of personalities that sit behind people’s ‘thing’, represented by an array of animals that just can’t help but be themselves. And DFS with its huge range of sofa styles, has one to match every one of these animals’ things.

The campaign is led by a vibrant TVC shot with director Freddie Powell via Drool. In the film, we are presented with a fabulous selection of characterful animals - from a flamingo who’s a fan of millennial pink, to a cosy family of home-loving hedgehogs.

The work is supported by a TTL campaign, with stills shot by photographer George Logan.

James Brewer, Marketing Director at DFS, said, “This next chapter of DFS’s active brand platform continues to demonstrate our commitment to helping the nation feel confident in finding their thing, supported by our incredible product range, online tools, and skilled staff”.

Dan Watts, ECD at Pablo, said, “Whether you’re a plankton, a tortoise or an actual human…you most definitely have a thing that makes you different. It’s what makes

the world colourful and diverse. And yes, your home should reflect that uniqueness.

So be like the exuberant peacock you are and get down to DFS right now. They’ll 100% find something that fits.

The campaign will run across TV, VOD, YouTube, social, radio, digital display, DOOH & print across the next quarter.

Creative credits:


Marketing Director: James Brewer

Senior Creative Manager: Kim Knowles


Executive Creative Director: Dan Watts

Creative Directors: Charlie Gee & Tian Murphy

TV Creatives: Chris Bovill & John Allison

TTL Creatives: Rohit Tharakan & Fei Waller

Managing Partner: Sam Morgan

Business Director: Gina Hood

Account Director: Dan Hughes

Senior Account Manager: Isobel Kai

CSO: Mark Sng

Planning Director: Chris Turner

Head of Production: Tom Moxham / Acting Head of Production: Charlotte


Agency Film Producer: Sophie de Lacey

Senior Project Manager: Amanda Nixon

Senior Project Manager: Emily Henderson

Business Affairs: Sarah Brown

Production Company:

Production Company - DROOL

Director - Freddie Powell

Executive Producer - Genevieve Sheppard

Producer - Jess Wylie

Director’s Assistant - Joe Paul

Director of Photography - Patrick Meller

Production Designer - James Hatt

Production Manager - Harriet Staples

Production Assistant - Bella Russell Flint

1st AD - James Sharpe

Creature Effects Supervisor - John Nolan

Puppet Captain - Rob Tygner

Edit House:

Trim Editing

Editor: Thomas Grove Carter

Assistant Editor: Joey Henshaw

Offline Producer: Noreen Khan

Post House:


VFX Supervisor - Alex Grey

VFX Lead - Jack Harris

Asset Lead - Mary Doyle

Colourist - Aubrey Woodiwiss

CCO - Neil Davies

Exec Producer - Tom Igglesden

Producer - Ella Glazer

Sound house & producers/ team:


Sound Design/mix: Sam Ashwell & Mike Bovill

Audio Producer: Olivia Ray

Music Supervision Company



George Logan: Photographer

Ben Hills: Senior Producer

Paul Cowen: Photographer agent at Horton-Stephens

Adi Van Zyl: Set Designer

Mark Baxter: Retoucher


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