DFS Great Brits at Rio 2016

British sofa manufacturer and retailer DFS is promoting official Team GB partnership in the Rio Olympics with “Great Brits”, a celebration of the hard work that goes into getting to the top of your game. The brand film at the heart of the DFS Great Brits campaign is centred on three Team GB ambassadors for DFS: cyclist Laura Trott, gymnast Max Whitlock and swimmer Adam Peaty, as well as some of DFS’ own craftspeople. DFS Great Brits shines a light on British quality manufacturing by announcing that DFS have been awarded a British Standard for the strength and durability of their sofas and by featuring their Britannia, ‘Great British Sofa’, which is inspired by the best of British design, materials and workmanship and made especially for Team GB. Throughout the 30 second ‘Great Brits’ ad, the film cuts between the three athletes going through their rigorous training regimes and the DFS craftsmen and women who are hard at work in DFS’ own Lincoln House Workshop, Derbyshire. There is a synergy between the athletes’ and craftspeople’s actions; both look heroic and are beautifully shot in a moody atmosphere to create a stunning and slick sporting brand film. The ad ends on a young supporter cheering on the team from the Britannia sofa at home.

DFS Great Brits - Laura Trott

Darryl George, creative director at Krow, London, explains the thinking behind the DFS Great Brits campaign: “Ok, so the craftspeople at DFS can’t do triple somersaults. But just like the Team GB athletes, they’re skilled and not afraid of a bit of hard graft. We’re glad we got to show that side to them.”

Mark Mallinder, head of marketing at DFS, provides the brand perspective: “This is a great piece of work to show our support for Team GB in Rio and to highlight the hard work, care and attention our craftsmen and women put into hand making every sofa. That’s why we have the best sofas to watch the Olympics from.”

DFS Great Brits - Max Whitlock
DFS Great Brits - Tape
DFS Great Brits - Adam Peaty
DFS Great Brits - Safety Goggles

DFS Great Brits Credits

The DFS Great Brits campaign was developed at Krow by executive creative director Nick Hastings, creative directors Darryl George and Jon Mitchell, planning director Aileen Ross, business director Blake Armstrong, head of TV Emma Rookledge, TV producers Davina Hickson and Kate Bailey, account director Felicity Pelly, senior account executive Camilla Renny-Smith, working with DFS head of marketing Mark Mallinder.

Filming was shot by director Pedro Romhanyi via Outsider with producer Gareth Francis, directors of photography Tat Radcliffe and Ray Coates.

Editor was Sam Bould at Big Buoy.

Post production was done at The Mill by executive producer Richard Hawkins, colourist James Bamford, 2D lead artist Richard Payne, 2D artist Gavin Marler, motion graphics artist Diogo Pinheiro.

Sound was designed at Jungle Studios by Owen Griffiths.

Music, “Traktor” by Wretch 32, was supervised at Finger Music by Chris Phelps.