Stockholm ad agency SWE created the campaign for R.O.O.M. which dares to advertise a furniture store without showing any furniture. "Advertising for furniture stores has traditionally centered around who has the best design and who can present it with the best looking photographs of it" said Klas Litzén, founder of SWE in a press release. SWE choose to go the opposite way, and show no furniture at all. (read more to see the ads) Playing with the fact that those who have well designed furniture at home, will probably miss it when they aren't at home the campaign centers around beautiful shots of paradise islands. "Homesickness can hit you anywhere" reads a small line of copy, letting the viewer imagine what well-designed furniture could beat a walk on a gorgeous white sanded beach.
