Heal’s emphasises aesthetic benefits

BMP DDB has created a press and poster campaign for Heal’s which aims to illustrate the aesthetic benefits of the retailer’s products as well as show how the furniture reflects different people’s appearances.

BMP DDB has created a press and poster campaign for Heal’s which

aims to illustrate the aesthetic benefits of the retailer’s products as

well as show how the furniture reflects different people’s

appearances.



The campaign, which continues the ’I’m head over Heal’s’ theme, features

items of furniture that clearly reflect their owners’ tastes. In one

execution a bespectacled woman in a transparent coat sits on a perspex

seat at a glass table laid with a see-through place setting.



Another features a man wearing a multi-pocket suit and tie with a

matching handkerchief. Nearby is a multi-drawered chest of drawers, one

of which contains a tie identical to the one worn by the man.



A third shows an elegant leather chair with slim metal legs in the

foreground.



In the background is a ballerina wearing silver tights and a brown

leotard bent over in the same shape as the chair.



There are five executions in the campaign. All use the ’I’m head over

Heal’s’ strapline which is written upside down.



The campaign was written and art directed by Mark Reddy. It was

photographed by David Stewart with typography by Peter Mould.



Reddy said: ’It’s impossible to articulate rationally the way you fall

in love with a chair or a vase. The campaign attempts to articulate

visually the love affair you have with those objects you choose to

surround yourself with. They are often an extension of your personality

and we wanted to communicate that relationship in a way that is

exuberant and that holds a beauty and precision that reflects the items

you find at Heal’s.’



Media is through New PHD. Posters will run on London Underground and

press work will appear in Elle Decoration and ES magazine, among

others.



The ads will run in two bursts: one this spring breaking this week and

the second this autumn.



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