Campaign Direct Awards 2007: Best Retail and Home Shopping Campaign

Project: Vive La Difference - Autumn/Winter Campaign
Agency: WDMP Communications
Creative director: Graham Pugh
Art director: Susan Mansfield
Copywriter: Donna Williams
Account director: Sarah Birch
Client: Habitat

Habitat wanted to reclaim its ground as a retailer with great design credentials in a world where every product is being promoted as "designer".

WDMP Communications was briefed to devise a campaign to target shoppers and promote Habitat's autumn/winter range, targeting people who desire to live in beautiful homes but who can't afford the Conran Shop.

WDMP created a direct marketing campaign, as part of a wider push, including a series of postcards that updated pieces of classical portraiture such as Van Eyck's The Arnolfini Marriage, along with a £20 giftcard and incentives to pass the campaign on.