Furniture brand, Article, specialises in Scandinavian furniture at accessible prices. As you can imagine, it has to work hard to be heard. So Mischief has taken it for a walk on the wild side of furniture retail advertising, with a series of spots that poke fun at outdoor life greenhorns. The point of the campaign, Be a Little Outdoorsy, is that the outdoor life can be easier than riding a horse or bush trekking. It just needs the right outdoor furniture.

MacKenzie Hart, senior copywriter at Mischief, stated, “There is a better way to get outdoors that doesn’t require climbing up a mountain and arguing with your friends over which way is north. For Article, this is about creating an outdoor space where you can enjoy the outdoors without having to swat away bugs or display any amount of athleticism.”

Daniel Mew, director of advertising at Article, added, “At Article, our goal is to be the easiest way to create your outdoor space. As a part of that, we wanted to highlight that people can still enjoy the outdoors after a long winter season, even if they don’t consider themselves outdoorsy. Taking a different creative direction to the industry norm, the team at Mischief helped us create a campaign that speaks honestly about how our customers will enjoy our beautiful modern furniture.”

The campaign’s two 30-second spots are running in social media and Hulu as well as local TV in the US and OOH in Los Angeles.