Campaign India Team
May 18, 2015

Urban Ladder visualises evolution of 'a beautiful home'

Watch the campaign conceptualised by Lowe Lintas here

Urban ladder has rolled out a campaign consisting of two TVCs conceptualised by Lowe Lintas. The campaign went on air from 15 May.
 
The films look at the journey of building a home. Each film starts in a section of the house and looks at its transformation, with products added one by one. A voice over signals the embellishments and the transformation from house to home.
 
One film (above) begins in the living room that started out only with one sofa. The male voice over talks about how the sofa led to an idea that brought about the purchase of other units including a TV and supporting accessories that made people talk about how lovely the home is.
 

The second film begins in the dining room as a female voice over talks about how that one piece of furniture (dining table) leads to the purchase of supporting furniture leading to the arrival of guests to have some fun. She concludes by saying that everyone will raise a toast to the home owner, as champagne flutes fill up on screen.
 
Visually, both films follow the same style as we see the room expand and get filled with furniture frame by frame.
 
Both films end with a shot of the original piece of furniture as the voice over says, “Beautiful homes start here. Urban Ladder.com. Urban furniture and décor.”
 
Manu Prasad, director – brand marketing, Urban Ladder, said, “Our consumers have shared stories of how the first piece of furniture they bought from Urban Ladder made them re-imagine a space and led them to buy more of our products. This is the insight we have used for this campaign. We have focused on design aesthetics and made the product not just the hero, but the entire cast of the film. The narrative brings out the consumer context -- the role of furniture in creating a beautiful home and the experiences that follow.”
 
Credits
 
Client: urbanladder.com
Creative agency: Lowe Lintas
Director: Niels Grabol
 
Source:
Campaign India

Related Articles

Just Published

18 hours ago

Jabir Merchant and Maharsh Shah join Condé Nast India

Merchant appointed chief digital officer - sales while Shah is creative production - fiction

18 hours ago

PR Awards India 2020: Value 360 Communications, ...

Other Gold winners include Adfactors, Amazon Prime Video, Avian WE, Edelman, Kaizzen, On Purpose, Ruder Finn, Sony Pictures Networks and Team Pumpkin

21 hours ago

'What was the alternative?': shock at WPP over Nick ...

Companies are becoming 'less forgiving' of mistakes, lawyers say.

22 hours ago

Opinion: Laying the foundation for powerful brands

Purpose driven campaigns that we see today backed by will, confidence and insights will harness the true power of brands for years to come, says the author