Escape the Catalogue

Agency: BBH


Wayfair is calling time on the Age of Greige and samey interiors, instead urging us to express ourselves in how our homes look with its new “Go Your Own Wayfair” creative platform, which has been devised by BBH.

“Go Your Own Wayfair” is BBH’s response to a time when interiors have been overtaken by sameness, and when our homes look like our coffee shops, which look like our offices, which look like our homes.

Wayfair offers the antidote, with a huge range of furniture, decor and more that ensure our homes express our real selves – but can only help us to do so if we recognise just how prevalent the cookie cutter blandness has become.

The first instalment of “Go Your Own Wayfair” does just this, starting with a film called “Escape the Catalogue”, created by BBH and directed by Björn Rühmann, through Smuggler.

It tells the story of a young couple trapped in a dystopian catalogue world of minimalist bland furniture. Once they see their reality for what it is, they are able to break free from the confines of the catalogue into the vibrant, eclectic world of Wayfair where they can fully express themselves in their home and create a new reality of their own.

“Escape the Catalogue” makes its debut on social media before appearing on TV starting in July, accompanied by a suite of stills showing the quality and variety of products in the Wayfair world. It marks the first instalment of an omnichannel brand campaign running in the UK that will ensure Wayfair is fixed in people’s minds as the number one destination for all things home. A second instalment is set to appear early in 2024.

This professional campaign titled 'Escape the Catalogue' was published in United Kingdom in June, 2023. It was created for the brand: Wayfair, by ad agency: BBH. This Integrated medium campaign is related to the Retail Services industry and contains 1 media asset. It was submitted about 1 year ago.


Agency BBH
CEO Karen Martin
Executive Creative Director Helen Rhodes
Art Director Lucy Johnstone
Copywriter Grace Chambers
Chief Strategy Officer Simon Gregory
Group Strategy Director Saskia Jones
Business Lead Patrick Farrall
Senior Account Director Celia Taylor
Account Manager Ella McNicholas
Agency Producer - TVC Sammi Roberts
Assistant Producer Valentina Schwendinger
Agency Producer - Stills Lauren Daniels
Photographer Ernest Wincyzk through
TVC Director/Production Co Bjorn Ruhmann @ Smuggler
Producer Jason Scanlon
Editor Paul Hardcastle @ Trim
Post Production Electric Theatre Collective
Sound Design Henning Knoepfel @ Soundtree Music
Senior Producer Neil Athale @ Soundtree Music
Music ETC - Music by Ben Jones & Luke Fabia/BS Luke Fabia
DoP Martin Ruhe
Production Designer Zuzia Mazurczak-Beśka
Media planning/buying Wavemaker


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