Amart takes refreshed brand live in new campaign via Akcelo
Furniture and home retailer Amart has undergone a major brand evolution, launching its new positioning and logo to market in a new campaign from Akcelo.
Following the rebrand, including concept store development by McCartney Design, Amart appointed Akcelo to lead its strategic and creative brand position, and create an integrated brand campaign.
Other assets:
The work is the first to come from Amart since 2020, with a theatrical spot under the ‘It just Makes Sense’ platform created by the furniture company’s then creative agency BMF.
The new platform, ‘Life.Styled’ reflects the brands commitment to furniture that designed to be enjoyed, not ‘tiptoed around’.
The campaign is spearheaded by three 30 second TVCs depicting everyday scenarios lived out with Amart furniture. In one spot, a family swarms the dining table through a chaotic breakfast with young children, and in another two parents enjoy a rainy day on the lounge binging a new series.
David Bauer, general manager of customer, Amart said: “For more than 50 years, Amart has been synonymous with affordable furniture that is loved and enjoyed by Australians, every day. With the ‘Life.Styled’ platform and new logo being rolled out across the country, the Amart brand is getting refreshed in line with expectations of customers, building on our great value credentials while also moving us into the same contemporary and stylish space our furniture already inhabits.”
Aden Hepburn, CEO at Akcelo added: “We are delighted to be partnering with Amart to create one of the biggest brand shifts in the history of their business. Far from the traditional, perfectly styled or plain unrealistic norms of the category, this work reflects an authentic and relatable everyday reality, proving to Aussies that no matter how or where they live, they can always do so in style.”
The campaign rolls out across free-to-air TV with the 30 second spots and 15 second cutdowns, alongside refreshed retail and comms, social and in-store collateral. Out-of-home and brand partnership components will be added soon.
Credits
Client: Amart
CEO: Lee Chadwick
CSO: Scott Pears
CFO: Elodie Guilaumond
COO: Steve Norman
General Manager, Customer: David Bauer
Head of Marketing: Dani Luck
Senior Designer & Creative Team Leader: Elizabeth Provins
Visual Consultant + Styling: Elizabeth Peach
Creative Agency: Akcelo
Group Creative Director: Louise McQuat
Creative Partners: Jon Foye, Oskar Westerdal
Senior Copywriter: Dean Hamilton
Design Director: Mark Berry
Senior Designers: Stephen Au, Lee Stephens, Francis Loh
Chief Strategy Officer: Dave Di Veroli
Group Brand Strategy Partner: Simon McCrudden
Senior Strategist: Vanisha Narsey
Business Leads: Max Bennett, Astrid Noble, Kirsty Reynolds
Executive Producer: Mark ‘Bucket’ Summerville
Chief Executive Officer: Aden Hepburn
Production Company: Pool Collective
Director & Photographer: Simon Harsent
Cinematographer: Jani Häkli
Producer: Johnny Greally
Stylist: Jo Ayling
Editor: Andrew Holmes
Post Production: Heckler
Original Music & Sound: Electric Sheep Music
Brand Identity and Concept Store Development: McCartney Design
Media: Nunn Media
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