CGI, “Tredaire-nauts” and T.Rex are all part of Workhouse’s new integrated campaign for Interfloor.
The Preston agency is behind the first-ever consumer and retailer-focused brand campaign for Europe’s largest manufacturer of carpet underlay and flooring accessories.
Lynn Bamber, Marketing Director at Interfloor said it was a pivotal moment for the brand and the sector:
“This campaign represents more than just an advertising initiative; it’s a strategic move to elevate the entire flooring industry. At the heart of the work lies a commitment to redefine the standards of comfort and luxury underfoot, transforming the perception of underlay support. The campaign invites consumers to explore the world of Tredaire, which promises to deliver a sensation like nothing on earth.”
It’s made up of 3×30” ads and will be supported by a media plan including radio, digital and in-store activations. The TV spots will run on Channel 4 and went live on Wednesday 24th April during episode 9 of George Clarke’s Remarkable Renovations.
Created using CGI, the ad spots feature the ‘Tredaire-nauts’. Floating through space, the animated characters “evoke the lightness that is felt when stepping onto flooring that is underlaid with Tredaire.”
As the ‘Tredaire-nauts’ move out of shot, they reveal the brand name alongside the strapline: ‘Feels like nothing on earth’. The ads are set to Cosmic Dancer by T.Rex.
The animation was done by Manchester’s Flipbook Studio.
“It’s not often that you see a creative campaign for an underlay brand, let alone have the opportunity to work on one,” added Tom Gathercole, Strategy & Growth Lead at Workhouse.
“Using creativity to brand-build in the traditionally product-focused manufacturing sector has been a hugely exciting challenge. We created the ‘Tredaire-nauts’ to demonstrate the weightlessness and joy that can be experienced when stepping onto premium underlay and hope that they will tell the story of the brand for years to come.”
The activity will be released in two bursts: the first running between April and June, and the second between September and November.
