Georgia-Pacific’s Vanity Fair brand of premium napkins conducted a nationwide study and accompanying campaign, with agency partner Figliulo&Partners, to prove that napkin-users make for better dates.
Initial brand research linked napkin use to civility which led to the question: Would a napkin-user make for a better love interest? As it turns out, they are significantly more likely than non-users to be more attentive in dating situations and make small personal sacrifices in everyday life. The study found that they are 70% more likely to watch bad TV with you, 54% more likely to get along with your mother and statistically less likely to have broken up with someone over DM.
Results of the study have been brought to life in a campaign, aptly named 'Date A Napkin User,' with the goal to empower singles with a tangible filter to know if someone is worth their time. Additionally, Vanity Fair teamed up with dating expert, Match, to support the study and activate their community of singles.
The campaign launches the week of Valentine’s Day in OLV, OOH, display and social, involving napkin-using influencers to share the study results on social media, tagging #DateaNapkinUser. In the coming weeks, Vanity Fair and Match will host an experiential singles event Dallas, Texas, which is ranked as one of the worst dating cities in the US. The goal of the event is to bring together all the singles of the city in one place to find love.
As a result of the campaign, the maker of Vanity Fair hopes to help singles everywhere with a new way to think about dating by highlighting the little things individuals should look for in a partner. At the end of the day, compatibility really boils down to finding someone who will laugh at your puns and won’t judge your relationship with your cat.
Creative Agency: Figliulo & Partners
CEO/Partner: Mark Figliulo
CCO/Partner: Scott Vitrone
Head of Production/Partner: Robert Valdes
President/Partner: Judith Carr-Rodriguez
Head of Strategy/Partner: Caroline Krediet
Executive Director, Strategy: Henry Monsell
Creative Director: Jeff Scardino
Copywriter: Stephanie Vicari
Art Director: Filipe Nogueira
Art Director: Andrew Wilcox
Executive Producer: Jill Landaker Grunes
Associate Producer: Jennifer Hart
Director of Integrated Business Affairs: Sara Jagielski
Group Account Director: Kristin Postill
Account Supervisor: Alexis de Seve
Group Project Manager: Amy Blitzer
Production: Milk DGTL
Director: Kristyna Archer
Producer: Ashley Martin
Director of Photography: Santiago Gonzalez
Editorial and Finishing: F&P Studios
Editor: Josiah Spencer
Post Facility: Company 3
Colorist: Kath Raisch
GEORGIA PACIFIC CREDITS
CMO: Douwe Bergsma
VP & General Manager, Napkins: Laura Knebusch
VP Integrated Brand Building: Jason Ippen
Brand Building Leader, Napkins: Lloyd Lorenzsonn
Brand Director, Napkins: Lisa Silverboard
Sr. Director, Content Center Lead: Shari Neumann
Senior Brand Building Manager, Napkins: Natalie Reeves
Assistant Brand Manager: Aditi Singh