Many people don’t realize that Island Furniture is a social enterprise that reinvests 100% of its profits to help people with intellectual disabilities find employment across the province. To share our story, we launched the Redemption Collection. Rooted in a simple reality that we aren’t always easy on our furniture, the campaign shows how Island Furniture makes up for our everyday ‘sins’ by doing good, even when we don’t.
We ran an integrated campaign across St. John’s featuring everyday messy moments, from overturned houseplants to pets on beds. The campaign included out-of-home, digital, radio, video, and a microsite. In-store, the campaign continued with custom labels that highlighted community impact.
