WORLDSTORES - UK FURNITURE COMPANY
Brief: To launch the Worldstores’ 4 new outdoor spring furniture ranges and how they could utilise social touchpoints to deliver to a wider audience.
Concept A:
‘Outer Space’ fun word pun on the ‘outdoors’, the area outside your living space.
Strategy:
Your outdoor space, whether it be large or small and how you plan to use it, forms the decision on what kind of outdoor furniture will suit your lifestyle and fit within your outdoor space.
I grouped the ranges into four key uses; entertainment, portability (for those who want pieces they can pack in the car), small space design (those with a small balcony) and the retreat for those with larger areas.
Aligning with George Clarke (a well known english tv presenter and architect) would lend the brand a level of kudos and visibility not utilised with any other furniture companies.
Instagram:
A sequence of posts for each of the 4 furniture ranges, each with an intro screen:
Albert Montreal - ‘The Space Saver’
Stop motion video of the set with a vertical garden of plants appearing row by row. Leverages the concept of space while cross promoting the gardening range.
Cayman 6 seater - ‘The Entertainer’
Shoot stills of the set in various dining uses, for eg. a children’s party. Propped and styled in the style of the moodboard. Quirky and fun with graphic and colourful paper plates and party food.
Eco Box Straussbourg - ‘The Portable’
A: Stop motion with set folded away on a ‘balcony set’.
B: Stop motion video of couple setting up the Strassbourg set with a small car or retro caravan in the background.
Maze rattan Winchester - ‘The retreat’
Stop motion shots of talent using the set in various ways. Eg. lying along the couch, or a gathering sitting in a dining scenario.
Moodboard:
Studio. Modern ‘out there’, hyper-real look and feel. Strong lighting and shadows to elevate the idea of space by creating dynamic angles and shapes. The illustrative approach of the images is meant to reflect the 2D plan drawings by an architect or landscape designer.
Concept B:
‘Eating Out’ another play on words. Eating outside rather than dining out at a restaurant or cafe.
Strategy:
To leverage the desire to dine outside when the temperatures rise, whether that be to outdoor cafes, picnics, and if you are lucky enough, to eat on your own terrace or garden. The furniture was grouped into lifestyle dining uses; breakfast, lunch, dinner and entertainment.
Tiles used for cross promoting other Worldstores categories:
RECEIPE - Opportunity to ‘tie-in’ with a chef or celebrity cook. In this instance Bill Granger. He is and Australian and author with 3 restaurants in London. He is well known for his breakfasts and light and healthy meals. The link would go to a blog on the Worldstores site or to the Facebook page.
OUTDOOR ACCESSORIES - Opportunity to promote another outdoor category: outdoor cushions & throws
OUTDOOR LIGHTING - Promoting outdoor lighting, which would encompass the wall lights, lamps and firepit categories. Mood setting as well as practical when entertaining at night.
PLANTER POTS - In keeping with the theme of food and outdoors, this tile would show a selection of pots with different herbs and edible flowers. This could also be more content for Facebook or the blog page for tips on how to grow your own herbs.
Instagram:
A sequence of posts for each of the 4 furniture ranges, each with an intro screen:
Maze rattan Winchester - ‘Cocktail Lounge’
Looped cinemagraph of the the flames flickering in the firepit.
Cayman 6 seater - ‘Dinner Set’
Looped cinemagraph of a dinner gathering with talent and a wine glass swill.
Eco Box Straussbourg - ‘Breakfast Nook’
Looped cinemagraph of either fabric blowing in the background or shadows from the trees/plants moving across the scene.
Allibert Montreal Lounge Sofa - ‘Lunch spot’
Stop motion images of different combinations of cushions and throws arranged.
Moodboard: Location. Lifestyle look and feel
The 4 furniture sets are grouped into 4 specific outdoor dining scenarios.
BREAKFAST: Eco Box Straussbourg.
Location that isn’t too distracting with minimal greenery. Soft morning light. Or shot undercover.
LUNCH: Albert Montreal Sofa Set.
Location with not much shade, need a sunlit area to help props to pop. Shot midday with high sun. Relaxed setting, nothing overly styled.
DINNER: Cayman 6 seater
Garden location with lots of greenery - no overly manicured garden here thanks. Low lighting to reflect the time of day. An area/garden with a BBQ cooking away in the background. Propping to reflect a casual dinner with family and friends. Relaxed styling. Needs to look like people have just left the table mid-meal. If budget permits, the shot would benefit with some talent in the background.
COCKTAILS: Maze Rattan
Shot at sunset on an outdoor area that is paved and one that has outdoor lighting. Propped with a firepit, throws, cushions and cocktail ingredients, glasses and ice buckets.
