TBWA GGT Simons Palmer is launching its first brand advertising for
Habitat under the strapline, ’Habitat. It’s hometime.’
The campaign aims to encourage consumers to spend more time in their
homes to reclaim a balance between their careers and home lives.
It presents the home as the refuge from the strains of everyday life and
features shots of inviting homes which are unoccupied.
’We’ve become a nation of workaholics, and I speak from personal
experience. Habitat is protecting the almost extinct species known as
’home life’,’ Trevor Beattie, creative director of TBWA, said. ’This is
more than a campaign - it’s a crusade. Wouldn’t you rather be putting
your feet up than reading this soundbite?’ he added.
Five executions launch in the UK and France this month and run across
6-sheet and 48-sheet posters. Press ads also run in selected consumer
One execution features the line ’Married to your job?’ followed by the
advice ’Have a fling.’ This is accompanied by a shot of a cosy, but
empty, living room and the endline, ’Habitat. It’s hometime.’
Another ad features a shot of a bedroom bathed in melancholic blue
light, accompanied by the line ’Work. Sleep. Work. Work. Sleep. Work.
Work. Work. Stop.’
According to Habitat’s group marketing director, Richard Miller: ’Our
home is the centre of our lives. We spend too little time there. This
execution sends the message to reclaim that time.’
The ads were created by Ben and Cameron Short. All images were
photographed by Annabel Elston and styled by Suzanne Stankus and Sarah
Media was bought and planned by Mediapolis.