When tasked with showcasing the diversity of our furniture catalogue in a campaign, we knew we had to think outside the box. So, we decided to highlight the different types of families that make up Chilean society, using clever puns based on well-known last names to relate them to different rooms in the house. We portrayed everything from the “Flores” family (flowers) to the “Solari” family (sunny).

To further communicate the variety of our catalogue, we filmed the commercial with the spaces and furniture changing multiple times in each scene. But what really set this campaign apart was our decision to include an LGBTQI+ couple as one of the many types of families featured in the commercial. This bold move generated national press coverage and the support of several LGBTQI+ organizations, in a time where no legal union was allowed for same-gender couples in Chile.