Sharps gets ‘emosh’ with It’s What’s Inside That Counts

Made-to-measure furniture specialist Sharps is seeking to build a more emotional connection with consumers and stand out in a highly commoditised category with a new brand platform and campaign under the strapline “It’s What’s Inside That Counts”.

Devised by creative agency Neverland and supported with media strategy and buying by Medialab, the new platform idea will sit at the heart of the business, both internally and for customers.

Pursuing the vision of never having to lose the things you love most, the brand platform launches with “Sisters”, directed by Bafta-winning director Molly Manners.

The 60-second and 30-second TV films centre on two young siblings and their desire to never be separated via their neighbouring bedrooms. Only separated by a wall that they can talk through, they mischievously sneak back and forth between the bedrooms in their late-night antics.

Change is revealed when bespoke Sharps fitted wardrobes are installed on either side of the wall, but in a way that keeps the sisters connected, reflecting Sharps’ promise of fitted furniture designed around their life and belongings.

With the bedroom featured in the film being bespoke fitted by the Sharps team, the film puts storytelling, passion, care and human connection at its centre. An original score composed and orchestrated by Raphael Fimm further reflects the personalisation behind the work, with every element designed to support the emotional story.

Alongside the TV film, Sharps is rolling out the platform across the wider brand experience. Supported by Medialab from a media buying and strategy point of view, the rollout includes refreshed DRTV and social advertising, the launch of a new experiential Design Studio retail concept and an updated visual identity, aimed at creating a more consistent expression of the brand across every consumer touchpoint.

Built on modelled impact, the media strategy pairs traditional TV for brand growth with highly targeted addressable video across Sky, Amazon, Netflix, and YouTube.

Sharps chief marketing officer Ben Hitchcock said: “In a category that worries about how things look on the outside, we know it’s what’s inside that matters most. This new platform allows us to distinctively tell the story of the craft and skill of our colleagues, the quality of our materials, and of course the homes and lives of our customers. It is a platform that is enduring and will power our next phase of growth.”

Medialab client managing director Charles Batchelor added: “A narrative as tender and relatable as ‘Sisters’ needed a plan that gives the story room to breathe and resonate. We’ve built a media approach that amplifies Neverland’s visual storytelling across the screens that matter most, taking viewers from that initial spark of emotional connection right through to exploring the brand.”

Related stories
Consumers seek ‘little bundles of joy’ to fight off blues
Brits batten down hatches in return to Covid ‘cocooning’
Brands crave personalisation but marketers are too busy
Brands urged to act to ensure loyal shoppers feel valued
Brands up loyalty spend as ROI, data and retention soar