Evolving Freedom into a design-led brand for style-conscious Australian consumers.
Furniture and homewares brand Freedom has doubled its homewares sales off the back of its new ‘Make Anywhere Home’ campaign.
Shot across a series of locations including the State Library and Omega Farm and Cathedral Rocks on the New South Wales coastline, the fashion-led campaign aimed to elevate Freedom’s homewares and was styled by Joseph Gardner from Vogue Living and shot by photographer Victoria Zschommler.
Indepedent creative agency The General Store was brought on five years ago to help guide a major brand transformation, slowly evolving Freedom into a more design-led brand for style-conscious Australian consumers.
Matt Newell, partner and CEO of The General Store, said it has been great working with a client that has been focused on the long game.
"The current success was baked in years ago when the business reorganised itself around a unified brand strategy that rolled out across the product assortment as well as the brand identity and advertising," said Newell.
Jason Piggott, GM of marketing at Freedom said after the first two weeks of the campaign, the homewares category rose 111% year-on-year.
"It’s absolutely massive growth and it’s continuing now, with increased traffic online and in-stores," said Piggott.
“The General Store knows when to push and when to steady the ship. Real brand repositioning takes time and I’ve been very happy with the progress.”
The latest campaign, ‘Make Anywhere Home’, was integrated across all of Freedom’s channels, supported by print, television, radio and out-of-home.
Marcus Teseriero, CCO at The General Store, said style is something that needs to be demonstrated, not blurted out in a conventional ad with headline and copy.
"For this reason, we used specific fashion techniques and collaborated with some of the hottest production talent in the fashion world to bring this next evolution of Freedom to life," said Teseriero.
Credits:
Client: Freedom
Strategy & Creative: The General Store
Photographer: Victoria Zschommler
Production: Matt Chee
Videographer: Helen Turner
Styling: Joseph Gardner
