Habitat, the high street furnishing retailer, is telling the stories behind its products in a series of “vodcasts” to support its autumn/winter collection. The five videos will feature the designers, their inspiration and the process that made the product.
The strategy, which has been devised by Manning Gottlieb OMD, will be supported by a press campaign. The adverts will be overlaid with tracing paper denoting sketches of the featured products. Advertorials will also appear across The Guardian’s portfolio of titles for six weeks.
The vodcasts will also feature interviews with Habitat staff and freelance designers, including Sixties fashion designer and Biba founder Barbara Hulanicki. They have been created by OMD Fuse and produced by TwoFour.
They can be viewed at the retailer’s new website from September 10 and will also be screened online on Channel Four’s on-demand service ‘4OD’.
A spokeswoman claims the press ads are a “first to market” execution and have been created to highlight the company’s design credentials.