The Drum Awards for Marketing - Extended Deadline

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Client: Parachute
Date: May 2018
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Independent creative agency Office of Baby has unveiled a new series of out-of-home ads for premium bed and bath brand Parachute. Launched ahead of the opening of Parachute’s first flagship store in New York, the work consists of snapshots of people who are at their most content and carefree when enveloped by Parachute’s soft, soothing line of sheets, towels and bathrobes.

The 2018 'Very Comfortable' campaign aligns lulling imagery with escapist messaging such as 'The city has enough people today', 'Deadlines are a social construct' and 'If I die, tell naps I loved them.' “We wanted to evoke the inner monologues of people who are extremely comfortable,” Office of Baby Co-Founder/Chief Creative Officer Paul Caiozzo explains. “There’s something that happens to you when you’re wrapped up in toasty sheets or lounging in a really soft bathrobe; you have more funny, interesting thoughts when the daily stress has melted away.”

Parachute’s new OOH ads are being strategically placed in subways, kiosks and on taxi tops initially in New York City, followed shortly by a rollout in Los Angeles.

Credits

Chief Creative Officer: Paul Caiozzo

Executive Creative Director: Nathan Frank

Creative Director: Michael Hagos

Art Director: Kelsey Shang

Copywriter: Prit Patel

Producer: Connor Hall