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
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
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
The ads will run in two bursts: one this spring breaking this week and
the second this autumn.