When your client’s brand name is Loaf and its comfy furniture is perfect for loafing lazily, you have to use that coincidence, yes? Isobel’s new campaign for Loaf, positions positioning loafing as a desirable pursuit, and encourages people to really take their loafing seriously.

The new work includes a series of TV ads, featuring a ‘loaf off’ between two competitive loafers, accompanied by sporting style commentators, bringing the loafing lack of action to life. Two further TV ads feature solo loafing heats. The campaign also includes a range of static and digital OOH and press ads, showing people in their ultimate loafing positions, celebrating the joy, and the art, of loafing.

This is isobel’s first campaign for Loaf, following a competitive pitch earlier in the year. 

Marshall, founder and chief executive officer of Loaf, commented, “We’re really excited by this new campaign.  We’re all about embracing the slower side of life, and in ‘loaf like you mean it’, we feel we’ve taken our ambition to celebrate slower living to a whole new level.”   

Ben Stump Creative Director at isobel states, “Loaf understand the importance of downtime and the human need to loaf. That’s why they make the squishiest, squashiest sofas so that you can ‘loaf’ at an almost Olympic level.”

The full campaign covers  TV, cinema, VOD, OOH, digital and social media.

The work was produced by isobel Productions, in partnership with CRXSS.  The TV ad was directed by isobel’s Rob Fletcher and Ben Stump, and the photographer was Kelvin Murray.  Media was planned and bought by Goodstuff.

Jamie Williams, managing partner at isobel, commented, “We were already huge admirers of Loaf products and of the Loaf brand, so we were thrilled to be hired by Loaf earlier this year.  We’ve hit the ground running with this campaign, and we hope it’s the start of a great relationship.”

Credits: 
Client: Loaf
Founder & CEO: Charlie Marshall 
Head of Creative: Meg Mackintosh
Head of Marketing: Caroline Stone
Photographic Art Director: Shirin Arbee
Brand & Propositions Manager: Lauren Friend  

Creative Agency: isobel
Executive Creative Director: Rob Fletcher
Creative Directors: Ben Stump & Simon Findlater 
Producer: Christine Harding
Senior Account Director: Gemma Blake
Account Manager: Fran Houlding
Managing Partner: Jamie Williams
Executive Planning Director: Steve Hastings

Media Agency: Goodstuff

Production Companies:  isobel Productions + CRXSS
Directors: Rob Fletcher & Ben Stump
Producers: Christine Harding, Gemma Blake & John Cross
Photographer:  Kelvin Murray

Editing & Post-production: Chan Spencer @ isobel Productions 

Sound Studio: Jungle
Sound Engineer: Stuart Allen-Hynde