Vancouver furniture company Rove Concepts is getting R&B crooner John Legend to ruminate on the creative process, linking it all back interior design and aesthetics.
The campaign, shot on 35mm film, is launching the singer’s “The Journeys Collection,” a collaboration with Legend that’s inspired by a navigation of his personal tastes.
“We hope the new campaign inspires our customers to see their homes as a canvas for self-expression,” says company founder Art Lee. “We want people to feel that their home furnishings are not just functional pieces but also reflections of their personal journeys and stories.”
Lee tells strategy that “Journeys in Taste,” is both a campaign and a brand philosophy, celebrating the beauty that emerges from personal evolution of taste and style. It’s about reinforcing the brand’s commitment to high-quality, stylish, and thoughtful design, while also emphasizing the importance of personal expression and storytelling in home décor.
The target audience for the creative, Lee explains, is design-conscious individuals and businesses who value quality, style and authenticity. These are people who see their home as a reflection of their personal journey, and are passionate about curating spaces that are both functional and beautiful.
This is the first major ad campaign for Rove, which was founded in 2011. It consists of OLV, social, digital, influencers, XM and XR. The new campaign work is by Newkid, which was founded in 2021 and which recently won the pitch. It’s a collaboration with production company Denim.
With files from Andrew Jeffrey
