The Anti-Campaign
The Anti-Campaign
Some eCommerce sites have 10 or 20 shirts. Others might have 50 or 100. TeePublic has literally millions. Watch as Blandly, TeePublic’s ‘arch nemesis’, tries to exploit TP’s unique value prop by searching for the most absurd designs and getting foiled every time. Abraham Lincoln punching a robot shark? Check. A pack of wolves wearing fanny packs? Check. A cat riding a pizza through space? Yea, of course. If you can think it, it’s here.
MY ROLE:
ϟ Creative strategy
🗨 Creative direction
↗ Data & research
☁ Conceptualization & discovery
⁂ Project Management
It started with a poop joke
TeePublic’s messaging is simple: it’s a marketplace with millions of designs to explore that you can print on t-shirts, phone cases, totes, and 100 other products. But often, simplicity begets banality. Which begets a drop on ROAS! So, we were challenged with coming up with new ways of communicating that we have millions of designs in more clever, eye catching ways.
I led a cross-team collaborative brainstorm to build up a library of copy and concepts that resonate with our audience and test over the coming months. By using messaging that has worked in the past as a guide, I laid out a series of prompts that challenged my team to unleash their creativity and explore some unchartered waters. Prompts included, for example, how to encourage users to search using a metaphor. Another was how to convey we have tons of weird/niche designs in the most straightforward way versuses the absolute most bonkers way.
This brainstorm led to a copy line that was the genesis of an entire campaign: “Someone just searched ‘grim reaper taking a shit’ and found it.” It was so stupid, it just might work. And those are my favorite ideas. From there, we created a series of tests for social channels.
The Campaign
After a successful testing period on social channels, we built a 360 campaign with Where the Buffalo Roam, featuring three 30-second spots. With each vignette, we were able to break down those videos the videos into several 15s, 10s, and 6s videos for social and YouTube.
We built out the campaign across multiple channels including email, paid and organic social, and OOH including static posters.
Click to play.
Project Credits
Agency: Where the Buffalo Roam | Director: Brian L. Perkins | EP: PJ Koll | Editor: Jonathan Flookes | Design: Jason Warne | VFX: Jess Gibson | Color Grade: Carbon VFX | Audio Mix: MFD | Producer: Phil Tang