Agency 10Days has given the London Underground a home makeover in its latest work for the online vintage furniture marketplace, Vinterior.
retro-inspired posters uncover the human truth in our design decisions,
while light-heartedly teasing the less sustainable, more generic
(Swedish-based) options on the market. Even going as far as saying by
buying vintage you can avoid divorce! This is a reference to recent articles about IKEA's role in relationship building (and breaking!) from Professor Ramani Durvasula, a professor of psychology at California State University in Los Angeles.
The campaign’s aesthetics have a vintage flair influenced by mid-20th century poster design, pairing product images with clean, crisp, bold copy that catches the attention of commuters. From strikingly shaped lampshades to quirky chequered sofas, certified quality items take centre stage to flaunt their unusual details, providing a sustainable and far more interesting alternative to fast furniture.
To create an impact that lasts, the campaign also casts vintage homeware in an alluring new light by uncovering the human truth at the heart of every design decision: how you furnish your home is a raw reflection of you, how you are seen and how you see the world. Taking a playful dig at mass-produced pieces with the line ‘YOU’RE BETTER THAN FLAT-PACK’, the campaign also dares customers to ‘PROVE YOU’RE NOT BORING’, with the distinct items inviting viewers to put the rest of their homeware to shame.
Jolyon White, co-founder, 10 Days, adds: “We have a simple mantra when it comes to OOH: ‘Would you want to put it up on your wall? And does it pack a punch?’ This does both with style.”
The campaign launched on the London Underground on the 25th September, and will run until the 6th November 2023.
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