CREATIVE | SHOPPER MARKETING | VIDEO | PHOTOGRAPHY |
A Summer State of Mind
What is a Summer State of Mind? For Canadians, summer is precious, even fleeting. We have only so long to enjoy the sun, the burgers, the beer, the ice cream, the water, the everything. No matter where Canadians find themselves, if they’re in a Summer State of Mind, things are going to be awesome.
We did a poll. We each had our own quirky ways to enjoy our favourite summer foods. Corn? Alex is the Randomizer. Dave is the typewriter. Jess does the Twist. It’s funny and everybody is different. We exposed these silly summer secrets and had a laugh.
Have you ever watched a three-year-old tackle something deliciously messy? Their first ever cob of corn, a melty, sticky s’more; a drippy, juicy slice of watermelon? The rapt focus. The commitment. The surprise and delight… is there a better visual for a Summer State of Mind? We didn’t think so.
We threw oysters into the fire, turned a s’more into a s’morph and turned our pizzas into a campfire favourite. So many hacks, so little summer.
We shot this in Ontario at the beginning of March. There was still snow on the ground but you’d never know.
THE SUCCESS:
Through a strategic partnership with marketing, we successfully implemented a national shopper marketing program that included CPG brands in seasonal marketing programming resulting in increased revenue. This campaign was initially outsourced to an agency partner but we brought it in-house, taking charge of the creative strategy and execution. Our efforts brought the "Summer State of Mind" campaign to life, delivering emotive and inspirational campaign videos that aligned with our newly developed social strategy and key pillars of Expertise, Obsession, and Experience.
WHAT MY TEAM DELIVERED:
- Campaign platform
- Creative Strategy
- 360 omnichannel campaign
- Photography and video direction
- Art Direction
- Content and Social strategy
- Website(brand Hub)
- Digital Assets
- POS
WHAT WE ACHIEVED:
- Led in assortment and quality
- Drove total store sales through fresh categories
- Implemented our new social strategy
- Brought the first campaign in-house
- Successful Shopper Marketing program