DFS follows its “What’s Your Thing?” mantra into the spotlight with October’s Joy of Digital Award

This October, the recipient of the Joy of Digital Award is DFS for its “What’s Your Thing? Collage Quest” campaign in collaboration with Pinterest, with support from creative agency Jungle, and amplified by WPP/EssenceMediacom. The campaign exemplifies our definition of the Award, creative use of digital channels to meet audiences, spark interaction and drive relevance. 

When interior inspiration meets purchase intent, digital is the battlefield, and DFS took full advantage. The campaign guides users through six distinct visual Collages on Pinterest, each designed as an immersive journey with hidden cut-out clues tied to shoppable products. 
 
Phase one ran via a Premier Spotlight Total Takeover on Pinterest, complemented by static and video Promoted Pins, while phase two introduced a new “Quiz-to-Board” Pin Extension that generated personalised product boards for users based on quiz responses.  

What stands out is not simply the idea of a gamified shopping experience, but how digital channels were used: 

• Platform fit: The campaign leaned into Pinterest’s strength as a discovery platform, users already coming for ideas, inspiration and design 

• Format innovation: From Collages to Quiz-to-Board, DFS tapped novel formats, showing agility and experiment-mindedness 

• Behavioural alignment: By turning inspiration-seeking into a quest and layering shoppable cues, they bridged browsing and buying in a way that felt natural 

At a time when digital channel strategies are under pressure to justify spend and outcomes, this campaign is a reminder that it’s not just about being present, it’s about being relevant, timely and interactive. The Joy of Digital Award is about recognising that potential. 

Explore all past recipients of the Joy of Digital Award here.