Pillows for Posterity with Fruit of the Loom
Social Contest & Content
Overview
01 — Brief & Insight
Extend the back to school campaign ‘Parents Can’t Be Prepared For Everything’ with social content. Kids say the funniest things. And, parents love sharing the cute, and even unexpected things their kids say on social media.
02 — Strategy & Idea
A social contest centered around social sharing by turning real quotes parents shared online into hand stitched pillows — and giving followers online a chance to win their own.
06 — Results
In a two week time-span we received over two thousand comments on both Instagram and Facebook. We ended up choosing the ten best quotes submitted and making them special edition hand stitched pillows that were sent to them directly.
Featured: Editors Pick Creativity Online, Adweek, Shots, PR Week, & Stimulant
Featuring Real Quotes
We sourced a selection of quotes parents shared publicly on social media. After tracking each of them down and getting their permission we created a pillow for them to be featured in the contest launch video. After the campaign launched we sent each family their custom pillow.
Hand-Stitched Design
Each pillow was hand made by cross-stitch artists and each template designed by Bert Marissen.
My Role
My role was connecting the existing campaign insight to a cultural insight — resulting in the the ideation of the pillows parents will use to brag about the weird and funny things their kids say. I was responsible for the art direction of the pillows and wanted to use cross-stitch as the style as it’s charming especially in combination with a quote that isn’t the sweetest. I also admire the craft and art of cross-stitch artists and wanted to bring this style to life for the campaign.
The production was completely internal and each scene of the shoot was art directed and directed by myself and my teammate. We used our creative directors house for the entire shoot and half a day — we brought along our own extra pillows and blankets to fill the space and had a blast with our team. Goes to show that some of the engaging campaigns cost the least.
The Inner Circle
Creative Director: KT Thayer
Senior Creatives: Alexis Jabbour & Bert Marissen
Director of Photography: Mike Olmsted
Video Producer: Emma David