Vanity Fair Napkins: Date a Napkin User by Figliulo&Partners

Date: Feb 2018
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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.

Credits

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

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