Snug gets smug when mild goes wild

Snug – Mild Gone Wild

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Agency krow communications/London
Production Company Chief/Manchester
Director Olivier Richomme

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Credits

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Agency krow communications/London
Production Company Chief/Manchester
Director Olivier Richomme
Audio Sightsound
Executive Creative Director Darryl George
Creative Director Jo Jephcott
Creative Rory Sheppard
Head of Film/Producer Sushi Tester

Producer Nick Crossley
DP James Killeen
Production Designer Alex Giles
Editor Pridding
Sound Designer Graeme Elston
Colorist Paul Willis

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It's not often that a brand chooses bland as the visual language of its TV work, but for sofa-in-a-box brand Snug, a little bit of cheek to the backdrop of beige showcases its Mild Gone Wild campaign perfectly.

In a series of three scenes from agency krow Group and Chief Productions director Olivier Richomme, some dull people inject a little bit of chaos into their everyday, making for chucklesome reveals.

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Snug – Mild Party

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Snug – Less Mild Sauce

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Snug – Wrong Socks

"Snug is a natural disrupter, and we've loved working with them to bring that disruptive spirit into what could have been a category-typical launch," explains Jo Jephcott, Creative Director at krow Group. "We instead focused on the consumer, highlighting that awkward feeling our audience has when trying to take a bold choice but realising it's actually quite mild. There is no shame in it, and we know it looks good, so we played on that truth."

“Snug is all about breaking free from the ordinary and infusing life with colour and style," adds Megan Bradley, Brand Manager, Snug. "These new colours - Sage, Moss and Limited-Edition Spice - are not just about sofas; they're about expressing your unique personality and adding a touch of wildness to your everyday life.

"The Mild Gone Wild campaign invites everyone to embrace the vibrant side of living. We’re delighted with krow’s creative and strategic contribution for this campaign – they perfectly captured what Snug is all about. This was a brilliant campaign to kick start our relationship, and we’re excited for the ones to come.”