Wallpaper Reimagined - Morris&Co

This ia a D&AD brief that I've tackled as part of my last university submission. To explain the brief in few scentences, we need to bring a new audience to Morris&Co, educate the heritage and craft of the brand and encourage them to buy direct to Morris&Co whilst advertising it through an out of Home Campaign. Below is the final project campaign video.

Problem:

As time goes on, new generations understanding on Morris&Co’s influence in design slowly dissipates.

A new generation needs to be taught the story of Morris & Co., what makes it unique and encourage them to buy direct.

Key research:

Current Audience. The current audience is middle to upper class 30-65 year old, established home owners.

Key Incentives to buy the brand:

-Historical Connections

-Aesthetic Appeal

-Longevity and Quality

New Audience: A large proportion of new audiences don’t delve into this niche demographic, through either a lack of understanding, social class or incentive to buy the brand.

What are their views?

-‘Old Fashioned’

-No connection to the history

-Lack of innovation

Insight:

Focusing on Gen Z, 98% own a smart-phone. When you ask Gen Z what wallpaper is, the answer is ‘My lockscreen?’ Wallpaper has come to mean two different things across different generations. We need to show that wallpaper isn’t just for phones it’s for homes.

Solution:

To tackle the lack of knowledge on history and stigma of ‘Old Fashioned’ through a Gen Z audience, I'm injecting the campaign 'Wallpaper Reimagined'into an immersive OOH campaign that provides a new innovation to Morris&Co that hasn’t been tackled yet. This will encourage Gen Z to visually step into a world of Morris and understand the heritage/ Craft, encouraging to buy direct.

What does this immersive Modern Morris campaign look like?

For over 160 years, Morris & Co. has woven the beauty of nature into art, creating patterns that have stood the test of time. Now, these timeless designs are awakening in a new way—alive and ready to be discovered by you.

Now, it’s your turn to step into the world of Morris & Co. Patterns are coming to life in unexpected places— indoor, outdoor spcaes such as the underground, waiting for you to uncover their stories.

Through augmented reality, you can collect these patterns, unlock their stories, and add them to your own phone wallpapers, and even scan through AR in your homes. Giving the company a new modern appeal that is educational and brings in a younger, new audience.