Habitat - DRY UK

The Dry team was asked to develop a campaign that would encompass the closure of the old store and the launch of the new store. We decided the old store should contract a spotty furniture eating disease which would grow week after week untill the store, its walls, its floor, its ceilings and even product were consumed with heavy black swirls and dayglo spots. The store staff were responsible for adding the vinyl spots each day until closure – the furniture, being adverse to this disease would morph into creature hybrids with wings and feet and flee to the new enchanted Habitat of giant mushroom forests and magical curiosities which awaited them. We wanted to captivate the loyal Habitat shopper while engaging the new, to have them enter a world of wonder, spectacle and theatre. Habitat exceeded their sales targets by 20%

PRE-LAUNCH AD CAMPAIGN FEBRUARY 2007

Dry took an innovative approach to the job of developing a new store launch program. Dramatic creative concepts, ranging from creeping furniture eating diseases to an enchanted furniture sanctuary, ensured we gained strong stand-out in all of our chosen media options. Daring to be different is what they do best!

OLD STORE INFECTED WITH FURNITURE EATING SPOTS

INITIAL CONCEPT DRAWING

PRE-LAUNCH STAFF T-SHIRTS

POST LAUNCH 48 SHEET BILLBOARD FEBRUARY 2007

ENCHANTED HELPER

ENCHANTED BEDLAM MORRIS FOLK AT THE LAUNCH EVENT

ENCHANTED WINDOW

ENCHANTED LITTLE HELPER

MORPHED FURNITURE

What we delivered: Wow factor In-store disease installation 3D hybrid furniture sculptures Campaign management Ad production Guerrilla magnet campaign Pre and post door drops Launch day event Enchanted little helpers with giveaways Enchanted white horse and carriage Silver tuk-tuks Enchanted nibbles Dark enchanted morris men Metallic balloons Diseased tees Enchanted tees and hoodies

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