barrettSF is launching its third marketing campaign for specialty retailer Cost Plus World Market. The work will showcase the brand’s outdoor collection, and will run through the middle of June.
“Designed for Summer” is a multimedia campaign that utilizes out-of-home including a subway station takeover, a 3-D bus shelter installation, digital video, digital display, interactive mobile units, in-store collateral and direct mail to show off Cost Plus World Market’s stylish and affordable outdoor furniture to patio owners everywhere.
For the OOH, barrettSF’s creative team developed 16 unique visual concepts that juxtapose individual items from Cost Plus World Market’s outdoor collection with similar-looking summer objects. Executions include a red Adirondack chair paired with a red popsicle, and a blue outdoor rug paired with a swimming pool. The media buy includes a takeover of a major San Francisco BART station, several public transit stations in Chicago, as well as a Los Angeles bulletin-based strategy that is paired with the geo-targeting capabilities of the Waze mobile app.
“We started concepting in winter, so to get in the right headspace we surrounded ourselves with iconic summer imagery for inspiration,” said Byron Wages, Senior Art Director at barrettSF. “As we did, we noticed a lot of parallels between the colors and shapes of items in the collection, and summer itself. The campaign grew from there.”
For digital video, two 30-second spots use the split-screen concept to juxtapose a variety of summer moments that can happen on a single patio. From a quiet morning brunch to a crowded evening barbecue and from rain storms to scorching sunny days, each scene brings to life the many ways the Cost Plus World Market outdoor collection gets your patio ready for whatever summer throws its way.
Watch the video here “Outdoor Dining” and “Occasional”
Advertising Agency: barrettSF, San Francisco, CA (USA)
Founder/Executive Creative Director: Jamie Barrett
Creative Director: Todd Eisner
Senior Copywriter: Phil Fattore
Senior Art Director: Byron Wages
Designer: Angie Hering
Founder/Managing Director: Patrick Kelly
Brand Strategist: Kevin Albrecht
Account Director: Molly Warner
Account Supervisor: Lyndsey Dorian
Head of Broadcast Production: Conor Duignan
Broadcast Producer: Charlotte Dugoni
Print Producer: Suzee Barrabee
Client: Cost Plus World Market
CMO: Adrian Stevens
Senior Creative Director: Colleen Cavanaugh
Director of Media: Kimberly Gonzales
Stylist: Kristine Nelson
Product Producer: Gina Scrivani
Styling Assistant: Heather VanDoorn
Assistant Product Producer: Angela Scrivani
Production Company: Sanctuary
Director: Cole Webley
Executive Producer: Preston Lee
Head of Production: Adam Litt
Line Producer: Noah Thomason
Editorial: Cabin Editing
Managing Partner: Carr Schilling
Post Producer: Liz Lydecker
Editor: Isaac Chen
Assistant Editor: Doug Scott
Sound & Mix: One Union
Sound Engineer: Eben Carr
Music: Hook & Line
Owner/Creative Director: Bryan Senti
Partner/Producer: Abby Diamond
Composer: Alex Schiff
Color: MFD
Managing Director & Partner: Matt Notaro
Producer: Nick Castillo
Colorist: Chris Martin
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