Fresh Ideas In Progress
Zack Attack!
One of the dream brands we work with is Stanley Furniture’s Young America. It’s youth furniture made with all the quality of the big people stuff. That helps. But what makes it especially gratifying for us is the role we play, the interaction and input we have with our client contacts.
For last week’s ABC Kids Expo in Las Vegas, we went beyond product descriptions and what’s new to present in a unique way the core values of the brand. We say that Young America is “built to grow” with the child, but one of our challenges is keeping this message in front of our retailer customers.
So we introduced “Zack” in a mini-movie created with the help of Steve Peet (writer) and Jason Pierce (director/producer).
Anne Cassity created the graphics support, here presented in the form of an ad that appeared in Furniture/Today.
We also developed a handy “ticket,” which was used as a hand-out throughout Vegas during the Expo.
It was a premiere after all, so you probably should see the low-budget, indie-film-like movie as well.
(Insert video)
We used a 15-second trailer embedded in email invitations, then “debuted” the movie at the Expo.
Integrated, clever, visually appealing … I’m describing the marketing for the Expo, but these terms also describe the Young America brand.