# Caged Chair Ads The Tangent Furniture Campaign Shows 'No Trap of Hidden Costs' By Meghan Young | Published 2012-08-03 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/tangent-furniture-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/07/tangent-furniture-cage-animal-trap-mouse-trap/) & [makanis](http://makanis.com/) The Tangent Furniture campaign cleverly depicts how consumers can be easily lured in by a company under false pretenses only to fall victim to a trap of [hidden costs](https://www.trendhunter.com/trends/legitimate-you). Pretty furniture often comes with a high price tag, but this company shows that instead of playing with their clients' minds, they focus on good business conduct and fair practices. Conceived and executed by Makani Creatives, an ad agency based in Mumbai, India, the Tangent Furniture campaign centers around typical traps such as [bear and mouse traps](https://www.trendhunter.com/trends/mwcurated). Art directed by Rucha Chonkar and Prasad Rao with creative direction by Ashish Makani and Sameer Makani, the Tangent Furniture campaign relies on simplicity and a strong image to draw in viewers and send a strong message. It reads, "No trap of hidden cost." ## Trend Insights (Trend Hunter) - Score: 0.9/10 - Popularity: 18% | Activity: 1% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Key Themes Behind This Trend - **Transparent Pricing:** Opportunity for companies to provide clear and upfront pricing to build trust with consumers. - **Ethical Business Practices:** Opportunity for companies to emphasize fair practices and ethical conduct to gain a competitive edge. - **Simplicity in Advertising:** Opportunity for companies to use simplicity and strong imagery to effectively communicate their message. ### Where This Applies - **Furniture Retail:** Opportunity for furniture retailers to differentiate themselves by offering transparent pricing and emphasizing ethical business practices. - **Advertising & Marketing:** Opportunity for advertising agencies to help brands create simple and impactful campaigns to communicate their values and build trust with consumers. - **Consumer Advocacy:** Opportunity for consumer advocacy organizations to promote businesses that prioritize transparent pricing and ethical conduct. ## Related on Trend Hunter - [Candid Furniture Campaigns](https://www.trendhunter.com/trends/life-is-not-an-ikea-catalog.md) - [Playful Pet Accident Campaigns](https://www.trendhunter.com/trends/dont-worry-you-can-afford-it.md) - [Furniture-Honoring Campaigns](https://www.trendhunter.com/trends/wherever-life-goes.md) - [Humorous Pet Furniture Campaigns](https://www.trendhunter.com/trends/utsdd.md) - [Therapy-Encouraging Furniture Campaigns](https://www.trendhunter.com/trends/couch-counseling.md) - [Plush-Starring Sitcom-Style Campaigns](https://www.trendhunter.com/trends/life-in-stitches.md) - [Invisible Furniture Capsules](https://www.trendhunter.com/trends/invsbal.md) - [Influencer-Inspired Ads](https://www.trendhunter.com/trends/tomcat.md) - [Suspenseful Statement Chairs](https://www.trendhunter.com/trends/edgeofyr.md)