Cost Plus World Market Showcases Furniture in All Kinds of Summer Days and Nights
barrettSF compares Adirondack chairs to popsicles in new Cost Plus World Market ad campaign that’s ‘designed for summer’
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 utilises 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.
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
Chief Marketing Officer:
Charlotte Dugoni (Broadcast), Suzee Barrabee (Print)
Executive Creative Director:
Head of Production:
Post Production / VFX
Post Production Company:
Hook & Line
Senior Art Director: