Loaf protests against the stresses of modern life in horizontal new ad

Premium furniture brand Loaf is fighting the stresses of modern life in protest for slow living with a quirky omnichannel ad campaign launching this week.

Developed by London-based indie agency Isobel, the creative will be spearheaded by a 30-second spot that features an original song composed especially for the ad by Lost Boy.




The hero film will be supported by a range of out-of-home and social executions that celebrate ‘The Art of Loafing’, shining a spotlight on the importance of being able to truly relax and unwind.

“We wanted to create a protest against the stresses and strains of modern living, where loafing is the antidote. And like all good protests we wrote a manifesto, which became a song, which was sung by a band, that became an ad,” Isobel executive creative director Rob Fletcher said.


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With media planning and buying handled by Goodstuff, the campaign forms part of Loaf’s ongoing ‘Loaf Like You Mean It’ brand platform, launched by Isobel last year.

Loaf creative director Shubhankar Ray added: “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.”

AgenciesBrandsCreative and CampaignsNews

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