Wayfair's UK spot showed a woman so obsessed with furniture she sees it everywhere

Champion Wayfair's diverse product range and each customer's unique style in the UK, launching the platform's third iteration with an omni-channel campaign.

The lead film, directed by Adam & Dave through Arts & Sciences with photography by Kristy Noble, ran across TV, OOH, social, email and display with influencer collaborations marking the launch.

No campaign results were published; the spot marked JvM London's first work for Wayfair in the UK and carried the platform's celebration of the moment of discovery when you find the perfect piece.

In May 2024 Wayfair launched the third iteration of its integrated strategic campaign 'Go Your Own Wayfair' with 'Get it out of your head and into your home' — the first spot developed by Jung von Matt LONDON for Wayfair.co.uk. The film tells the story of a woman who can't stop thinking about furniture, encountering products in the most unexpected places — the tube, the coffee shop — until, with Wayfair's help, she realises her dream and finds the perfect pieces for her home.

The omni-channel campaign ran across TV, OOH, social media, email and display, accompanied by influencer collaborations, and emphasised championing the brand's diverse product range. "Wayfair's latest campaign is all about celebrating that moment of discovery when you find the perfect piece for your home," said David Twehues, Wayfair's CMO Europe.

JvM London ECDs Charlie Hurst and Marcos Gemal grounded the idea in experience: "When you're creating your perfect space at home, it's hard to stop thinking about it, even when going about your daily life." The lead films were directed by Adam & Dave through Arts & Sciences, with campaign photography by Kristy Noble through Pat Bates. JvM London, set up in 2023 as the newest office of the independent network, had previously built Wayfair's 'Go Your Own Wayfair' platform with BBH London's 2023 'Escape the Catalogue' film — this iteration marked JvM's first UK work for the brand.

The insight is universal to anyone who has furnished a room: the shopping never leaves your head.

Surreal product sightings in everyday places dramatise discovery better than a catalogue ever could.

The platform's third iteration keeps one brand idea while refreshing the expression for the UK market.

Omni-channel weight — TV, OOH, social, email, display plus influencers — fits a furniture purchase's long consideration loop.

Obsession is the honest picture of shopping for a home: show the daydream intruding on daily life, and the retailer becomes its relief.

The campaign launched across UK channels from May 2024 as the third iteration of 'Go Your Own Wayfair' and JvM London's first work for the brand.