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featured by Stanley's Post Ltd : Dan Burn-Forti photographs the ‘What’s Your Thing’ campaign for British market leader in upholstered furniture DFS – with post production by STANLEY’S POST, London

‘Good taste is your taste.’ – DFS is the UK’s No. 1 sofa manufacturer. So it’s safe to say they know a thing or two about sofas. This is perhaps due to the fact that the company has been producing high-quality, comfortable and stylish sofas for a good five decades.

The furniture pros from DFS have just introduced the latest chapter of the ‘What’s Your Thing?’ campaign – which was photographed by Dan Burn-Forti, with post production in the hands of STANLEY’S POST, London. The campaign was developed by creative agency Pablo.

“The ‘What’s Your Thing’ campaign for DFS allowed us to really enhance the creativity of each individual room. From vibrant pink to cozy beige, we really helped bring this campaign into its own unique set of images. We live in a world full of choices. And with millions of voices loudly lauding their thing – it’s no wonder we’re confused. It’s time to shut out the noise. Follow your heart. Trust your gut. Stay true to yourself – and be a champion of your own choices. We’ve got your back. Because, you see, you can’t go wrong when you follow your thing.” DFS

“We’re so bombarded by other people’s opinions nowadays, it’s easy to forget our own. But in the battle of choices, ‘your thing’ should always win. It’s a great point in time to remind customers of this and to build upon the consistency of the DFS brand platform, digging a little deeper into what the right personal choices mean to the people of Britain.” Dan Watts, Executive Creative Director of Pablo.

The DFS business was founded in 1969 by Graham Kirkham with only one store near Doncaster, UK, trading as Northern Upholstery. After becoming the largest retailer in the UK upholstery market in 2003, DFS was acquired and taken private in 2004 by a company owned and controlled by Lord Kirkham and his family. In 2010, DFS was acquired by Advent International, a well-established global private equity firm.

In 2014, DFS opened its 100th store, and since 2015, the company has been listed on the London Stock Exchange. The market share in 2023 was at a record high of 38%.

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Photographer: Dan Burn-Forti
Campaign: What’s Your Thing?
Retouching: Stanley’s Post
Executive Creative Director: Dan Watts
Creative Group Heads: Will Bingham & Victoria Daltrey
Production Company : Riff Raff

22.01.2024 show complete article