Campaign India Team
Dec 02, 2015

Urban Ladder captures comforts of furniture designed to 'know'

Watch the ad films conceptualised by Lowe Lintas here

Urban Ladder, an online furniture and home decor company, has rolled out a new brand campaign.
 
Conceptualised by Lowe Lintas, the three films in this campaign show everyday situations and how Urban Ladder's 'thoughtful designs' help.
 
One of the films is set at a home dinner, involving friends. When the host walks in with ice cream, there's no place on the table to place it. One of his friends shoves the dishes, almost toppling them onto a lady also seated at the table. The host brings out the table’s extension and places the dessert tray comfortably. The voice over says 'Because your furniture knows, there’s always room for more.'
 

The film for the 'Entry set' range of furniture shows a man engrossed on his phone, as he picks up his belongings and gets ready to step out. From his keys to shoes, and even his jacket, he gathers all he requires from right where he's standing, thanks to the furniture. The voice over says, 'Because your furniture knows, everything you need before you step out'. He exits, only to realise he'd forgotten an infant and make a hasty return

 

Another film is for a thought-through bed, which shows a man packing his bag, while his wife is sleeping. He mumbles the word jacket. The lady pulls out one compartment of the bed and passes it to him, while still in her sleep. She continues to open drawers and give him winter clothing without waking up from her sleep. The voice over says, 'Because your furniture knows him as well as you do.'
 
Ashish Goel, CEO and co-founder, Urban Ladder, said, "Our designs are our biggest differentiator. Our products reflect a blend of beauty and functionality which is hugely appreciated by our customers. A lot of research and thinking goes in designing every product to ensure we solve a problem for the customer. This campaign highlights some such products which are thoughtfully designed keeping consumer needs in mind. Like our previous campaign, our products are the hero in this campaign too."
 
Raj Gupta, president, Lowe Lintas, Mumbai, said, "We are glad that our Mumbai office has been entrusted with this project. While working on this project, we talked to quite a few consumers and discovered that in terms of desire there is so much more people want to do with their homes today, but in terms of reality it is exactly the opposite. The form rarely meets the functionality or vice versa. But the furniture by Urban Ladder is not just beautiful to look at but designed with one’s specific challenges in mind. Furniture that is thoughtful! This led us to the campaign idea of ‘Your Furniture Knows’.”
 
The campaign is live on YouTube and will hit TV screens later in December.
 
Credits
 
Client: Urban Ladder
Agency: Lowe Lintas, Mumbai
Production house: Early Man Film
Director (film): Abhinav Pratiman
Source:
Campaign India

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