Top branding agency, 10 Associates, has struck the ‘holy grail’ after securing a major advertising contract with a national furniture company thanks to its Monty Python-themed creation.

It was much less of a ‘And Now for Something Completely Different’ feel for the Yorkshire-based design experts as they drew upon the British comedy sketch group’s surreal outlook as inspiration to produce a creative and visually stunning campaign for stylist lifestyle brand, The Lounge Co.

Entitled ‘A Lot of Life Happens on Your Sofa’, the campaign features oversized commonplace objects on a sofa which are teamed with everyday actions such as ‘vegging’ and ‘spooning’.

Working with photographer, Angus McDonald, and creative Leeds duo Lord Whitney, 10 Associates brought the large props to life for the campaign which launched this week (October 8th) in London.

The collaboration is aimed at driving website traffic for The Lounge Co. and also footfall to its London location in Chiswick High Road.
Jill Peel, co-founder and creative director of 10 Associates, said: “I am so excited by this campaign, the guys at The Lounge Co. were just brilliant and very open to 10 Associates delivering something memorable.”

The final idea was rubberstamped in the summer following a series of creative workshops held by 10 Associates at its London King’s Cross hub space in The Stanley Building, which included representatives from The Lounge Co. such as its CEO, Matt Hudson.

Craig Lyus, head of trade at The Lounge Co., said: “The team at 10 Associates were a joy to work with. They gave us a multitude of creative avenues to explore following our initial meeting and we pulled together elements from several of them. But the visual impact of the Monty Python-inspired giant props really bowled us over. We think it will give us some real cut-through amongst all the advertising noise across London.”

The ‘A Lot of Life Happens on Your Sofa’ outdoor advertising campaign will also be running in the London Evening Standard publication until the end of the year.

Set inside stylist offices in Wheatley Park, Mirfield, 10 Associates has an impressive portfolio of work which includes building the brands for online retailers AO and Halfords as well as the packaging for cereal bar makers, Deeside, and forming international communications or advertising plans. The team is also currently working on repositioning Brighton Marina – with a brand relaunch set for 2019.

As well as brand, design and strategy, the agency delivers a bespoke Brandschool programme alongside clients where they create a customised plan to build a new brand from scratch or refresh or reposition an existing one.