MUMBAI: Home community platform BedBathMore.com has repositioned itself with a new consumer offering. Along with the new site, the company has also got a new brand identity.

BedBathMore.com had recently acqui-hired Homado and Crude Area, with the aim of building a holistic environment, which moves beyond commerce and focuses on building content and community too.

The creative idea for the campaign is built on the idea - 'You Change. So should your home'. It represents the change people undergo as they progress through different stages of life and how it’s reflected in their choices of home decor.

BBH India has executed the entire campaign by designing an innovative and interactive print campaign. The ad is made of two halves depicting the life of an individual told through the home. The ad has one half depicting a 'before marriage' home and the other a 'after marriage' one.

Ambigram has been used for the campaign which reads differently depending on how readers hold the paper. While one orientation reveals the word as love, turning the paper around changes the same word to ‘can’t’. The copy reads: 'Can’t see myself getting married.' Turning the ad around, the copy reads 'Love being married.’

BedBathMore.com founder and managing director Amit Dalmia said, "The intention with our renewed proposition is to enable social and discovery commerce and more importantly to provide a platform that enables collaboration between like minded home owners and experts alike. In totality it empowers users to find everything they would need or aspire to have in their homes through the changing phases of their lives. The ad campaign represents the very same sentiment in a very interesting manner using an ambigram and visuals which are reflective of changes that we experience as we transition through our everyday life.”

BBH India CCO and managing partner Russell Barrett added, “Very often print is used as a reminder and is the poor cousin of the preferred film. So it's great to be able to crack and execute an idea especially for print. Great craft and a well executed ad only happens when you have a brilliant team working on it, both in the agency and on the clients side too.”

BedBathMore.com will soon come out with the next leg of the print campaign, followed by OOH, BTL and radio activations.