EC Carpets are music to your feet in debut brand campaign via SAUCE. The Creative Agency
South Australian family-owned carpet manufacturer EC Carpets has launched a new campaign via SAUCE. The Creative Agency that positions the brand as the ultimate choice in the soft flooring category.
The campaign aims to position EC Carpets as an important, early choice in the interior design process, that elevates the comfort of customers’ homes.
Says Michael Gagliardi, Creative Director at SAUCE.: “Soft flooring options can often be an afterthought when designing or undergoing renovations. This campaign changes that by showing what it looks and feels like when comfort is considered from the ground up.”
Instead of listing functional benefits, the campaign demonstrates the feeling customers get from great carpet.
Says David Ormston, Creative Director at SAUCE.: “The music selection needed to be spot on. Peer Gynt’s 1875 Anitra’s Dance is sophisticated and elegant, perfectly capturing the comforting feeling of bare feet meeting soft, plush carpet – like music to your feet.”
The campaign coincides with a pivotal moment for the manufacturer as it launches into the rugs market. Every EC carpet will now be available as a customisable rug, made to order in the size and shape that suits each space. Having grown from humble beginnings in 1963 to a workforce of more than 100 South Australians based in state-of-the-art facilities, EC Carpets is a key player in keeping manufacturing capability in Australia.
Says Juan Briceno, Chief Brand & Product Officer, EC Carpets: “This is a momentous time in EC Carpets’ history, and we wanted our first brand campaign to capture the elevated feeling our whole range brings to any home. With EC Rugs, that elevated feeling now extends beyond the bedroom to living areas throughout the home, including those with hard floors.”
The campaign will roll out today across social, digital, and BVOD in Australia and New Zealand.
Client – EC Carpets
Chief Brand & Product Officer – Juan Briceno
Content, Social & Event Specialist – Lisa Arbon
Agency – SAUCE. The Creative Agency.
Managing Director and Principal – Tom Ootes
Creative Director – Michael Gagliardi
Creative Director – David Ormston
Art Director – Ella-Maude Wilson
Account Manager – Ry Pahl
Production – Passel Media
Producer – Adam Camporeale
Director – Stephen Packer
Director of Photography – Kris Jenkinson
1st AC – James Wire
Gaffer – Daniel Ross
LX Assist – Ben Raschella
LX Assist – Zac Steele
Production Designer – Marie Kargiotis
Editor – Stephen Packer
Sound Designer – Scott Illingworth (Seeing Sounds)
Musician – John Bartlett
Colourist – Nick Hower
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