'It’s Good To Be Different' Campaign

Dare Gallery’s positing statement was Dare to be different. The problem was that, ultimately, they sold the same imitation designer furniture as every other retailer in the market. After undertaking a full review of the brand our strategy was to keep the positing statement but truly own it.

The result initially was a radio campaign featuring actor Angus Sampson. The quirky, oddball sound of Sampson’s voice with humorous dialogue and a silent background genuinely stood out on air and was, indeed, different.