This summer, DFS is celebrating 50 years of “bringing the joy of comfort to the nation” with a new campaign led by London comms firm krow.

The new campaign highlights the fact that comfort is as important to DFS as it’s always been, because a sofa is more than just a piece of furniture – it’s a place where home life happens.

Aardman Animations’ new TV brand film, “Proud Journey,” follows the different stages of a sofa’s journey.

DFS 50th anniversary campaign with Aardman Animations

It’s an upbeat story showing a sofa from design through to production and on to testing, before finally being delivered to a customer’s home.

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The spot ends with everyone enjoying their sofas – where bouncing, cooing and cuddling are made possible thanks to DFS’ attention to detail on every single sofa it produces.

DFS: 50 years of lounging around on the sofa

“This summer we are celebrating and showcasing our 50th anniversary of handmaking sofas for our customers, and demonstrating that delivering the joy of comfort is as important to us today as it has always been”, said Nick Ashworth, Head of Marketing, from DFS.

“We are focusing on both our past and our future to inspire our next generation of craftsmen and women and keep the craft skills alive”.

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Darryl George, Creative Director at krow, said: “We’re helping DFS celebrate 50 years of craft and customer service with a campaign that has their colleagues and customers at the heart of it.

“Once again, we’ve worked with Aardman animations to bring the brand’s story to life in the most charming way possible.”

Multi-channel campaign

The campaign will run through press, radio, social, digital, OOH and in-store channels from June 18th, and is supported by two additional 50th anniversary initiatives.

The first is to celebrate 50 years of bringing comfort to the nation, DFS has created the “Acts of Comfort” initiative.

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This summer, DFS is deploying its expertise to deliver comfort where it’s needed most, with a series of donations, giveaways and makeovers for individuals and organisations across the UK.

Krow is creating branded content to support this initiative.

Apprenticeship scheme
Secondly, krow is creating branded content to celebrate DFS’ apprenticeship scheme, the “Future 50”.

The work will demonstrate the talent and expertise of DFS’ craftspeople and their commitment to passing on their skills to the next generation of talent.

From design through to carpentry and upholstery, the apprenticeships will be explored, highlighting the craftmanship that goes into making each DFS customer’s sofa.