Is this the funniest, quirkiest – and most entertaining (apologies for the overused buzzword) – retail furniture campaign ever produced? UK sofa, bed and furniture brand, Loaf and agency, isobel, have launched a protest movement, The Art of Loafing, to kick back, slow the flow and take a load off. It’s a stand against today’s hyper-stressful pace of life wrapped up in a song in which a group of Loafers play a song about the importance of Loafing, and the joy of doing little.

The song was written by musician, Lost Boy. The hero commercial, or music video if you like, also happens to feature Loaf’s products.

The TVC is supported by OOH executions and social that continue the campaign protest theme, with the headlines GO WITH THE SLOW, MAKE LOAF NOT WAR and RELEASE THE PEACE, plus cinema, press and digital.

The campaign was produced by isobel’s in-house production unit, igor and is running national in the UK.

Rob Fletcher, executive creative director at isobel, who wrote the campaign and also directed the film, stated, “We wanted to create a protest against the stresses and strains of modern living, where loafing is the antidote. And like all good protests we wrote a manifesto, which became a song, which was sung by a band, that became an ad.”

Shubhankar Ray, creative director at Loaf, collaborated with isobel in the development of the campaign. He added, “Our new campaign was inspired by music and social protest showcasing the “art of loafing” based on being chilled out and going with the slow. Loaf’s message is about turn off (the speed), tune in (to our vibe) and chill out because we want to make a genuine connection with our audience around both physical and mental comfort. We’re excited about sitting to take a stand.”

This is isobel’s second major campaign for the brand, after their LOAF LIKE YOU MEAN IT debut work last year. 

The stills were shot by Chan Spencer, who was also the technical director on the production. Media was planned and bought by Goodstuff.

Credits:

Client: Loaf
Creative Director: Shubhankar Ray 
Director of Marketing: Caroline Stone 
Senior Photographic Art Director: Shirin Arbee 
Brand & Propositions Manager: Lauren Friend  

Agency: isobel
Executive Creative Director: Rob Fletcher
Account Director: Sarah Gregory
Managing Partner: Jamie Williams
Executive Planning Director: Steve Hastings

Production Company: igor
Director: Rob Fletcher
Photographer, Technical Director & Post: Chan Spencer 
Producer: Sarah Gregory
Typography: Rob Fletcher
Animation: James Lyle

Music: Lost Boy
Media Agency: Goodstuff