Wren Kitchens is the UK's fastest growing bricks and mortar retailer designing, manufacturing and delivering over 2,000 award-winning, affordable, luxury kitchens every single week. Recently the brand has expanded into the US market.
Our brief was simple: create a campaign that makes it impossible to ignore Wren when looking for a new kitchen. Cement the brand as market leader in the UK as well as propel it to success in the USA. No pressure. But then again, if you can’t stand the heat…
We were charged with showing kitchens…lots of kitchens but it was more than that. We wanted to showcase every step of selecting your dream kitchen from the moment you walk in the showroom to finally standing in it at home. But how to show every step?
Our idea was to show a couple on a journey through the showroom but rather than walking, we wanted them to dance.
This soon developed into a large-scale musical set piece, breaking category norms by transporting the viewer to the world of movie musicals. We were convinced that the idea was a winner. There wasn’t one stage of presentation or production where people didn’t smile or embrace the idea.
The stars aligned with the choice of director, Michael Gracey, the genius behind The Greatest Showman.
Michael was adamant that he wanted to shoot in the actual Wren showrooms transforming each kitchen display into one continuous magical set piece. Authenticity was key in every detail from the choice of Sammy Davis Jnr’s track to the orchestral recording at Abbey Road and having Michael’s vision to bring the scale of the idea to life, including bringing The Greatest Showman’s, Ashley Wallen on board as choreographer. The stunning filmography paired with dramatic lighting turned the film into a real showstopper. Ultimately, it's a film that sets out to make people happy, put a smile on their and capture the joy of stepping into the kitchen they have always wanted.
There was just something cheeky, charming and wonderfully romantic about bringing a bit of Hollywood to the Humber Bridge and staging a full-on movie musical number in a kitchen showroom…The greatest showroom, perhaps!
Director - Michael Gracey
Production - Partizan
Agency - Tribal