Mistral Furniture

Happy & Co.


We’ve all got something to hide

It can be difficult to tell furniture brands apart. Especially when it comes to storage furniture – a category with particularly low preference and loyalty. That’s why, when Mistral Furniture wanted our help breaking in the door to the neighbouring markets, we knew that simply communicating product benefits and features in order to gain awareness with the nordic consumers wasn’t going to cut it. The thing with consumers though, is they all have one thing in common. We can only truly get to know them if we get to peek in their closets. Because whether it’s the ugly porcelain cat you inherited from grandma or your collection of secret toys for when the husband’s away, we’ve all got something to hide. The campaign “Something to hide” was born and initially launched in Norway in close collaboration with retail-giant Bohus, supplemented by a national TVC and targeted digital efforts.