Wayfair Germany
Alles Vom Deinsten
Wayfair's first German-originated brand campaign - the launch of our new platform, Alles Vom Deinsten.
To grow long-term brand awareness, we partnered with Jung von Matt/Alster, one of Germany's top agencies, to help us bring it to life. The creative work establishes Alles vom Deinsten as a celebration of the freedom and individuality that Wayfair enables, giving everyone in Germany the chance to enjoy real 'Home Positivity' - unlocking any look and style you can imagine - so that your home truly feels like your own.
A fun note for non-German speakers… Alles vom Deinsten is a clever play on the official term usually associated with the finest quality products “Alles vom Feinsten”
The campaign launched with a 45" TVC
Shot by Ivan Jurado and Simon & Paul productions - a real mammoth of an undertaking with over 1400 Wayfair products going cross-country!
This was supported by a full multi-channel rollout - in our new "frame-breaking" style
The photography was captured on location by David Daub, featuring a range of talent and products - with more than 40 shots captured for the campaign. These started with a range of high-impact outdoor.
And continued across all brand touch-points - from app. installs...
...to on-site, email and direct.
The campaign also covered all social channels - organic and paid.
And this is just the start!
We look forward to establishing Home Positivity as a platform - and to enabling all Germans to make home truly their own.
There are so many people to thank with this campaign that I can't list them all, but broad credits as follows:
Agency: Jung von Matt/Alster
Production: Simon & Paul
Director: Ivan Jurado
Photographer: David Daub
Rollout and Digital: Wayfair In-House
