Wordplay advertising campaign

10 created an advertising campaign with the objective of firmly positioning the Graham & Brown brand into the mid to top end of the home decoration market.

The ads, which were given a working title of wordplay, are both impactful and humorous and exude a subtle but distinctive authority that is associated with the brand’s personality.

'Walls prefer pattern' was the positioning statement under the Graham & Brown logo capitalising on the current trend for patterned wallpaper that has been sweeping the UK for the last 18 months.

It gave us a great platform to showcase the extensive range of wallpapers from various Graham & Brown collections – whether it be one of their designers such as Wayne Hemingway or Julien Macdonald, or one of their new eco wallpapers designed by Central St. Martins.

This campaign was used across national media and lifestyle magazines such as Elle Decoration and Homes & Gardens, through to the design press such as Design Week and Blueprint.

“We are a highly creative organisation and that brings with it strong views and our own ideas. Some agencies can find this awkward, but 10 are happy to work with us developing our ideas, improving them and adding plenty more of their own with such strong visual interpretations.”

Alan Kemp
Head of Brand Marketing, Graham & Brown