Loaf launches new advertising campaign ‘The Art of Loafing’
Premium sofa and furniture brand Loaf is taking its brand advertising in a new direction with the launch of a new campaign.
Developed by independent creative agency Isobel, it aims to fight the stresses of modern life through a protest for slow living.
A new TV ad called ‘The Art of Loafing’, sees a group of Loafers play a song about the importance of Loafing, and the joy of kicking back and slowing down. The song was written specifically for the commercial by Lost Boy.
The campaign also encompasses multiple OOH and social ads which all continue the protest theme.
Shubhankar Ray, creative director at Loaf, who collaborated with Isobel on the campaign, said: “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.”
The campaign will break on 8 September across TV, cinema, press, OOH, social and digital.
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