The Drum Awards for Marketing - Extended Deadline

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Client: Parachute
Date: Nov 2018
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When it comes to winter, both animals and people like to hunker down and nest in their homes. As the temperatures start to dip, home essentials brand Parachute is encouraging people to make their lairs as cozy as possible in preparation for this oncoming hibernation season.

Interesting Development (formerly Office of Baby) has launched 'Happy Hibernating,' its first campaign under its new moniker for Parachute, the maker of modern bedding and bath essentials for a more comfortable home. The visually-driven campaign showcases the immersive coziness of Parachute’s products via a photo series of adults and children ensconced in the brand’s soft duvet covers, sheets, pillows, towels, bathrobes and more, side-by-side with near-identical images of animals hibernating in the wild. Rather than merely resting, the people in the ads appear to be in a deep, restorative sleep – the type that bears experience in their dens every winter.

Further enhancing the impact of the images will be the environment in which they are viewed. As New Yorkers squeeze into jam-packed subways, for example, they will be affected by the stark difference between their immediate surroundings and the yearn-worthy images of people sleeping in what look to be the world’s most inviting beds. The campaign is intentionally meant to evoke a feeling of wanting to leave the hustle-and-bustle and dive right into the cozy, peaceful sleep environments depicted in the ads.

Targeting older millennials and Gen X-ers looking to purchase quality home items with a minimalist aesthetic, the campaign will include digital (display ads, paid social posts on Facebook and Instagram) and OOH ads, with a particular emphasis on three of the US’s least restful cities: New York (where ads will appear on subways, taxi toppers and kiosks), San Francisco (terminals and kiosks) and Los Angeles (billboards). ParachuteHome.com will also be updated with imagery from the campaign.

Credits

Agency

Paul Caiozzo, Chief Creative Officer

Nathan Frank, Executive Creative Director

Michael Hagos, Creative Director

Kelsey Shang, Art Director

Mai Huynh, Head Of Production

Tamera Geddes, Managing Director

Photographer

Chloe Aftel, Photographer

Barbie Duarte, Producer