MISSION Agency, krow helps DFS Celebrate 50 Years of Bringing Comfort to the Nation


This summer, DFS is celebrating 50 years of bringing the joy of comfort to the nation thanks to its high-quality, handcrafted sofas.

A new campaign by MISSION Agency, krow, highlights the fact that comfort is as important to its Client, DFS, as it’s always been, because a sofa is more than just a piece of furniture – it’s a place where home life happens.

Working alongside Aardman Animations’, which created the new TV brand film, “Proud Journey,” the story focuses on the different stages of a sofa’s journey, from design and production through to testing, before finally being delivered to the customer’s home.

The campaign is currently running via press, radio, social, digital, OOH and in-store channels, and is supported by two additional 50th anniversary initiatives, including:

1. To celebrate 50 years of bringing comfort to the nation, DFS has created the “Acts of Comfort” initiative. This summer, DFS is deploying its expertise to deliver comfort where it’s needed most, with a series of donations, giveaways and makeovers for individuals and organisations across the UK. krow is creating branded content to support this initiative.

2. krow is creating branded content to celebrate DFS’ apprenticeship scheme, the “Future 50”. The work will demonstrate the talent and expertise of DFS’ craftspeople and their commitment to passing on their skills to the next generation of talent. From design through to carpentry and upholstery, the apprenticeships will be explored, highlighting the craftmanship that goes into making each DFS customer’s sofa.

Nick Ashworth, Head of Marketing at DFS said: “This summer we are celebrating and showcasing our 50th anniversary of handmaking sofas for our customers, and demonstrating that delivering the joy of comfort is as important to us today as it has always been. We are focusing on both our past and our future to inspire our next generation of craftsmen and women and keep the craft skills alive”.

Darryl George, Creative Director at krow, said: “We’re helping DFS celebrate 50 years of craft and customer service with a campaign that has their colleagues and customers at the heart of it. Once again, we’ve worked with Aardman animations to bring the brand’s story to life in the most charming way possible.”