The campaign sees Strictly Come Dancing Choreographer, Jess Khan-Lee star, as a Tapi Floorologist who, with every dance move, helps a customer find their perfect floor. Working her way around the room, she spins, flips, twist and turns as the amazed family watch on in awe. Creature wanted to create a toe-tappingly joyous visual feast, showing the world how Tapi help their customers See Flooring Differently. Director Luc Janin (Radical Media) brought the idea to life with his talent for combining music, in-camera trickery and a sprinkling of post-production magic.
This is the first piece of work from Tapi since they appointed Creature in March this year. The independent advertising agency were tasked with delivering a new brand strategy and a big brand building platform that would transition Tapi from challenger brand to the ‘go-to’ place for flooring that will transform your home; and set the tone for the rest of the category.
Josh Dando, Creative Director at Creature expands “Tapi are a company that really do things differently and it’s been great to work on a campaign that has that mind-set at the heart of it. It’s allowed us to create something truly standout in the world of flooring and we can’t wait to get people’s toes tapping!”
Johanna Constantinou, Marketing Director at Tapi adds “Building a robust brand strategy before approaching the creative territory meant that the platform is a true reflection of our original brand essence. We pride ourselves on starting with our customer and working backwards. We deliver exceptional customer experience and are moving flooring into the world of self-expression rather than a utility purchase. We’re disrupting this category and ensuring that our customers ‘see flooring differently’.
The fully integrated campaign launches with a 30” brand film and includes two new DRTV ads, PR social, instore and digital.