Jungle Creations x DFS named one of Campaign’s Top 10 Social Campaigns of 2025
We are proud to share that DFS’ "What’s Your Thing Collage Quest" has been named one of Campaign’s Top 10 Social Campaigns of 2025. The recognition marks a brilliant moment for our team and for a partnership that shows what happens when brands commit to building platform native social experiences that spark real discovery.
Bringing interactive discovery to Pinterest
DFS partnered with Pinterest to create a gamified interior design journey that turned passive browsing into a highly engaging, interactive experience. Developed by Jungle Creations in collaboration with EssenceMediacom, the campaign guided users through six bespoke Pinterest collages featuring shoppable DFS product cut outs. Each collage included a hidden clue that unlocked the next realm, encouraging deeper exploration while supporting the brand’s discovery led purpose.
Running across Pinterest’s premium formats, the activation tapped directly into how audiences use the platform for inspiration and idea finding. Users also had the chance to win a DFS sofa, adding an additional layer of participation.
Expanding the experience with Quiz to Board
The second phase of the campaign introduced Pinterest’s newly launched Quiz to Board tool. This allowed users to build personalised DFS mood boards based on their individual design tastes, moving the experience from playful exploration to tailored product discovery. The tool created a simple, intuitive way for audiences to express their style while engaging meaningfully with DFS’ product range.
The news follows DFS appointing Jungle Creations as its social and digital agency
This recognition comes shortly after DFS appointed Jungle Creations as its social and digital agency, following a period of successful project based work that began in 2024. During this time, Jungle delivered DFS’ Winter Sale 2024 campaign and reshaped the brand’s digital and social content strategy, building on the long running What’s Your Thing platform created by Pablo in 2021.
The appointment strengthens DFS’ multi platform approach across Facebook, Instagram, TikTok, Pinterest and YouTube, with Jungle continuing to deliver social first content that drives meaningful engagement and relevance.
James Brewer, marketing director at DFS, said:
"Bringing Jungle onto our roster of agencies has enabled us to focus on our digital marketing creative and strengthen our approach across multiple platforms. We have seen a significant step change in engagement as our content becomes more meaningful, relevant and impactful. We are excited to continue building on this momentum together."
Melissa Chapman, CEO of Jungle Creations, said:
"Social first content is essential for retail brands that want to stay relevant and create meaningful connections. DFS understands this shift and has embraced a fresh approach to creative, making sure their content is not just seen but remembered. We are excited to keep pushing what is possible in retail marketing."
The appointment does not affect Pablo’s creative relationship with DFS. Pablo continues to lead on the brand’s overarching creative platform and wider campaign development.
A proud milestone for the team
The recognition from Campaign is a testament to the creativity, collaboration and ambition behind this work. The team put care and craft into every detail, shaping an experience that feels true to the platform and right for the way people discover interiors online. It is special to see that effort reflected through industry acknowledgement.
Looking ahead
As we move into 2026, our partnership with DFS continues to grow, with new opportunities to build on the momentum created by this campaign. Jungle Creations remains focused on delivering platform first, insight led work that helps brands tap into culture and create meaningful moments for their audiences.
Congratulations to the dedicated teams at Jungle Creations, DFS and EssenceMediacom. Proud does not even begin to cover it.
