Burrow - “Good For Nothing”
To rise above the fray of copycat DTC furniture brands, Burrow needed an awareness campaign that would make a statement. Eschewing a focus on function, we opted to tap into a cultural truth: Americans were facing a crisis of leisure, with less time to relax/vacation, and increasing pressure to be productive. Burrow, with its exceedingly comfortable couches, was perfectly positioned to be a champion of relaxation.
So, we took a head-turning stance, and declared that Burrow was “Good For Nothing.” Across this multi-channel (OOH, TV, Subway, Experiential) campaign, we elevated the validity and beauty of doing nothing, featuring people in the positions we all adopt when we’re un-self-consciously getting comfortable — faces mushed, arms hanging, and legs splayed. A storefront activation let people get a fortune from “the lord of leisure,” a Zoltar-like figure who would prognosticate from a reclining position.
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project components
Campaign Concept
Broadcast
OLV
Subway + Train Takeover
Photography
Bizarre Storefront Activation
Grand Central Train Takeover
To give the famed S-train something more custom, we turned each car into a different immersive environment and made the seats look like they were Burrow couches. Commuters were invited to “Chill Out” in our Arctic-themed car, “Hang Out” in the jungle, and “Space Out” in the galaxy. All in the spirit of doing nothing with a more comfortable couch.
The Lord of Leisure
This Zoltar-like figure was stationed (in a reclining position) in storefronts across the city. He could be awakened by text,
at which point he’d lazily provide you with a fortune, and direct you to the Burrow pop-up shop.
ECD: Lindsay Brillson
ACD Copy: Haley Ray
Art Director: Elisa Werbler
Design: Jeremy Turner
Director: Amber Schaffer
Photographer: Meredith Jenks
Editor: Jonah Oskow