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2nd March 2020

Behind The Scenes Of The Heal’s 2020 Campaign

Heal’s stands for quality, design and craftsmanship above all else. Instead of fast furniture and a disposable and throwaway society, they believe in designs that last a lifetime. Heal’s are so passionate about this, they made it the focus of their 2020 campaign.

The campaign, titled ‘Not All Things Are Created Equal’ was created by London-based agency, Elvis. This award-winning agency is behind ads for the likes of Green & Blacks, Paco Rabanne and Cadbury.

The intricate set is composed of over a hundred chairs and was hand-built on location in Hackney in January 2020. To create the blue chair installation, Heal’s scoured charity shops and found chairs that had been discarded as a result of fast furniture. Each chair was then painted in a vibrant cobalt hue and screwed together to make the set.

Finally the words ‘NOT ALL THINGS ARE CREATED EQUAL’ were hand-painted onto the set by a team of talented artists. Whilst the words almost appear to be projected onto the chair wall, it actually took over a day to meticulously paint.

To complete the composition, an iconic design that’s integral to the Heal’s history is positioned in front of the wall. This creates a juxtaposition with the discarded chairs that really highlights the longevity of quality design.

The hero chairs used are the Egg Chair by Arne Jacobsen for Fritz Hansen and the Eames Lounge Chair by Charles & Ray Eames for Vitra. These iconic pieces have been sold at Heal’s for over 50 years and have been a big part of their advertising history and heritage.

You’ll see the advert throughout London at tube stations, in some of our favourite magazines and all over Heal’s social media. If you see it, share it on stories tag them and #notallthingsarecreatedequal for a chance to win a £500 Heal’s gift card to buy your very own icon.

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