Fuel Your Imagination

Dunelm empowers customers to embrace their individuality

‘Dun Your Way’ is the retailer’s first campaign with newly appointed ad agency Creature

Georgie Moreton

Deputy Editor, BITE Creativebrief


Homewares retailer Dunelm has launched its brand new Autumn campaign, ‘Dun Your Way’, empowering customers to embrace their individuality and celebrate self-expression within the home.

‘Dun Your Way’, is the retailer's first campaign with newly appointed ad agency Creature, and aims to encourage customers to be themselves and defy expectations when it comes to home styling.

The playful ad, directed by Stephen Pipe, opens in a dystopian greyscale world with streets of houses that all look the same and people all wearing the same clothes. The monotony is broken by one defiant Dunelm shopper who arrives home with a bag of new purchases which then sets off a chain reaction of neighbours inspired to start their own home transformations, injecting colour and fun into the street.

“The launch of 'Dun Your Way' gives us an ownable brand and communications platform as well as a lively, bold tone of voice, which we hope will empower our customers to create a home which brings them joy; done their way and no one else’s,” said David Murdin, who led development of the campaign for Dunelm.

He continued: “We’ll be encouraging both our colleagues and customers to share ‘their way’ with us over the next few months, showing us the Dunelm products they love and how they’ve done things their way when decorating and styling their homes.”

The fun, humorous film is set to the iconic track ‘Do Your Thing’ by Basement Jaxx, and the campaign aims to convey a confident and vibrant attitude for Dunelm. A tone that will be implemented across other comms such as cross-channel on radio, social, in-store, digital and online.

“The launch of the ‘Dun Your Way’ campaign is a big, bold, liberating leap forward, designed to inspire and delight the interior tastes of the masses and our mums,” explained Ben Middleton, Chief Creative Officer at Creature. “Making this work with the highly ambitious, ferociously smart team at Dunelm has been a ton of fun and now we are excitedly waiting to see everything from cushions to curtains changing all over the country."

‘Dun Your Way’ will be running throughout Autumn and will be followed by a new Christmas campaign that Dunelm hopes will inject further joy into the winter months. 

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