Heal's stylish new campaign

A new campaign for Heal's, featuring a host of style-conscious customers, is the brand's biggest advertising investment in more than a decade and spans mini documentary films, cultural partnerships, OOH [bottom], print, digital, social, events and in-store.

Created by independent agency Tomorrowism, the campaign aims to position Heal’s as a distinctive brand voice championing authentic design and individuality in an era of homogenisation.

The campaign brings together voices from fashion, film, food and design with the line-up including filmmaker and writer Reggie Yates, Net-a-Porter’s global head of styling Harriet Haskell Thomas, textiles designer Pearl Lowe, master tailor Charlie Casely-Hayford and baker Claire Ptak of Violet Bakery.

Directed by Stella Scott through Together Film, the five-part series captures how good design shapes and elevates daily life, work and creative practice, with each film offering an autobiographical glimpse into unseen private spaces. We hear Casely-Hayford's thoughts on tailoring and how he has followed in the footsteps of his father [top], how Yates has found his voice through design [below], and how the objects Ptak surrounds herself with need to be both beautiful and functional [above]. 

“This is about cultural leadership as well as category leadership," said Beth Bentley, Founder and Strategy Partner at Tomorrowism. "Contemporary design would not be where it is without the influence of Heal’s. It’s a business that’s been around so long, and understands design so well, that it can see - and say - things others can’t. We felt strongly that Heal’s should raise its voice about what’s happening in British interiors culture right now. Who better than Heal’s to stand up for true, real design - and designers - during a moment when our spaces, and our retail landscape, are becoming more and more repetitive, derivative and throwaway?”

“Setting out to embody ‘design credibility’ can often take a brand down a sincere, staid, serious path," added Mark Thompson, Creative Partner at the agency. "Our confident subversion of that - in form, tone and behaviour - feels way more fun and characterful.”