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Cost Plus World Market's New Campaign Shows Us How Thinking Small Can Make a Big Impact

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The spot, with creative by barrettSF features design expert Nicole Curtis, promoting space-saving furniture to everyone from millennials to empty nesters

Cost Plus World Market's New Campaign Shows Us How Thinking Small Can Make a Big Impact

barrettSF is launching its first marketing campaign for client Cost Plus World Market. The work will run through the beginning of September.

“Small Spaces” is a multimedia campaign that utilizes print, out-of-home including guerilla tactics, digital video, digital display, interactive mobile units, in-store collateral and direct mail to showcase Cost Plus World Market’s stylish, affordable, multipurpose furniture to a target audience ranging from urban dwellers in their 20s moving into their first apartments to empty nesters in their mid-50s who are downsizing.

In the videos, TV design expert and host of the popular series “Rehab Addict”, Nicole Curtis, helps people transform their small space with Cost Plus World Market furniture. In one, a woman rolls out a carpet on her floor and Curtis pops out—no explanation given—to reveal how a lidded coffee table can double as small space storage. Another video has her wheeling through rooms on a rolling bar cart, which can be tucked into a corner when the room needs to be converted into a dance floor.

"Most retailers see small living spaces as problems that need to be solved," said Todd Eisner, creative director at barrettSF. "We see them as an opportunity to show off your individuality by curating and creating a unique home. So, we decided to speak, quite literally, to individuals."

For OOH and print ads, barrettSF’s creative team developed 30 unique “stories” with 90 different variations based on the market where they appear, including San Francisco, Chicago or Seattle. Each story speaks to a real person, and suggests the small space item that they need in their unique space. Sample copy: “Debbie Butler in the apartment a block from the live music bar on Clement St., this seat should be in your living room.” The product is shown, and copy explains what makes it special and perfect for Debbie. Ads tag with “We know your small space.”

To show how small can have a big impact, the campaign includes a number of unique executions, from a Chicago bus shelter with a fully-furnished living room on its roof, to a 40-page catalogue that measures two inches in height.

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Post Production / VFX

Colourist: Company3

Colour Producer: Dave Hussey

Creative Agency

Account Supervisor: Lyndsey Sotwick

Associate Broadcast Producer: Charlotte Dugoni

Brand Strategist: Kevin Albrecht

Broadcast Assistant: Frank Brooks (BSenior Broadcast Producer)

Creative Agency: barrettSF

Executive Creative Director: Jamie Barrett

Managing Director: Patrick Kelly

Print Producer: Renee Hodges

Senior Art Director: Byron Wages

Senior Copywriter: Phil Fattore

Digital Production Company

Designer: Angie Hering

Production Company

Director: Dave Laden

Editorial & Online: Arcade

Executive Producer: Kevin Byrne (Managing Partner), Caleb Dewart

Executive Producers: Mino Jarjoura (Partner), Dan Duffy, (Director of Sales)

Producer: Jacki Sextro (Head of Production), Sherra Fermino

Production Company: Hungry Man


Mix: One Union Recording Studios

Sound Engineer: Joaby Deal


Edit Assistant: Crissy DeSimone

Editor: Sean Lagrange

Producer: Rebecca Jameson

Categories: Retail and Restaurants , Retail Stores

Sapka Communications, Fri, 11 Aug 2017 02:23:09 GMT