furniture fails campaign
This concept originated from meme culture, and relatable humor. When selecting a concept for out of home specifically, it’s important to choose something that will stick with you after a very quick viewing window. People know furniture is difficult and awkward, but it’s easy to forget that in-between moves, and we hoped this reminder would be memorable.
We also knew that Fernish’s main competitors weren’t other rental brands, but rather large-scale brands like IKEA, Target, Wayfair, and Amazon. We sought to highlight the ways in which Fernish’s benefits outperformed those options, because we were able to provide quality, pricepoint, AND convenience, and every competitor only provides maximum 2 of those 3.
We shot these images on a shoestring budget in Chicago. The aesthetic was intentionally “bad snapshot” to come across as a found photo, taken impromptu, of a witnessed misfortune. Every ‘model’ also had another role on the shoot whether it was producer, mover, or business owner. It was hands-down the scrappiest, most fun I’ve ever had on a shoot.
The photos were intentionally staged to look like casual snapshots you’d take if you saw this happening IRL (e.g. through the windshield). This image highlights why free delivery is a worthwhile benefit. We don’t all have pickup trucks.
Free assembly, because we aren’t all as good at allen wrenching as we think we are.
Why would you want to be able to return your furniture? THIS. Not all places have the the same amount of space. If you want a piece to fit the place, you need flexibility.
We all dream of furnishing our whole place when we move in, but then the sticker shock sets in and you realize you can afford ONE chair. The ability to pay by month, affordably, was a huge Fernish benefit.
Highlighting why price shouldn’t be the only factor in picking your pieces. Quality matters.
out of home executions
These ran in LA, Austin, and Dallas. The campaign was written up in AdAge and Adweek.
