Creative Corner: #KidCurrency for Mother's Day flowers, everyday hero figures and make do and mend at Selfridges
Welcome, welcome. It’s finally the end of the first full week for a while - anyone else feeling out of practice?
Don’t despair as we do have one more Bank Holiday to squeeze into May, but from what I’ve seen this week people have been making the most out of these last five days and launching all kinds of awesome stuff.
The first stop on our creative tour is in the States, where delivery company DoorDash ran an inspired campaign for Mothers’ Day where kids could pay for a bunch of flowers with ‘kid currency’. And by that, DoorDash meant any ol’ crap kids could find in their pockets, under their beds, and down the sides of the sofa. Bricks, buttons, rocks, dice, marbles, shells, sequins, pine cones - you name it, they accepted it.
Created in partnership with GUT Los Angeles, the brand chose 400 lucky entrants from across social media to receive a $75 off code to use on flowers for Mom’s big day.
I’m such a huge fan of this work - it’s so wholesome and lovely that it made even my heart of stone soar a little. The entries are as adorable as you’d expect (check out #KidCurrency on Instagram, TikTok, or Twitter for all the feels), and it’s a campaign I can see them running year after year, across multiple gift-giving events.
Kudos to the team behind it!
The bidding starts now! No, really! Just post a photo or video of your kid with their Kid Currency like the examples shown. Use #KidCurrency#Sweepstakes and tag @DoorDash. We’re randomly selecting parents to receive promo codes for flower bouquet discounts. pic.twitter.com/20UBUIftOH— DoorDash (@DoorDash) May 12, 2023
No second chances
To Cymru now, and Golley Slater launched a visually aggressive campaign this week (and I mean that in a good way) to highlight the dangers of anti-social behaviour on railways for Trafnidiaeth Cymru Trenau (Transport for Wales Rail).
‘No second chances’ is a series of OOH, social media, and digital display work that showcases the devastating destructive power of 25,000 volts on items like backpacks, trainers, and jackets.
I don’t know about you, but as a child of the 80s/90s, I’m still scarred by the advert telling kids not to mess with electricity and played right this campaign can scare a whole new generation of kids into doing the right thing.
The powerful imagery alongside the ‘branded by 25,000 volts’ message certainly makes an impression, and I’m looking forward to seeing the rest of the campaign assets roll out over the coming months.
⛔NO SECOND CHANCES⛔️@tfwrail is transforming the Core Valley Lines network to deliver a greener, more reliable service.— Golley Slater (@GolleySlater) May 16, 2023
But they face a serious challenge.
Last year saw 1,000+ incidents of anti-social behaviour on the railway... (1/3) pic.twitter.com/ui7UEWoRYT
Taylor Herring’s brought everyday superheroes to life in its latest work for UNISON this week.
The campaign is to recognise the UK's unsung heroes - the care workers, crossing wardens, librarians and refuse workers - for their tireless work by turning them into real-life action hero figures:
Residential care worker Denise – dressed in her uniform and carrying a service tray, crossing warden Sandy head-to-toe in fluorescent colours, complete with the familiar ‘lollipop’ stop sign, librarian Emma accessorised with a trolley of books and refuse worker Richard equipped with a mini wheelie bin.
The agency teamed up with Marvel artist Will Sliney to create the packaging and accompanying comic strip for each character.
It’s a great way to highlight the important work going on that we can often take for granted. The 3D-printed figures will surely be treasured by Denise, Sandy, Emma, and Richard for years to come.
Super work gang!
Make do and mend with Selfridges x The Stock Market
And finally this week it’s time to head to London, where high street icon Selfridges has launched a London Stock Exchange-inspired pop-up to encourage shoppers with even the chunkiest budgets to ‘make do and mend’.
For one month The Stock Market at The Corner Shop, part of the ‘Worn Again’ season of second-hand and circular shopping at Selfridges, will let customers have their items valued by a team of experts with the option to sell in exchange for store credit. Services also include bag repainting and repair, tailoring and alteration of any item of clothing, and some big names in designer bags, sneakers, and tailoring are being brought in to lend their expertise.
It’s no secret that I love a pop-up, and this one ticks all my boxes. It’s interesting, it’s different, it’s important, and it keeps Selfridges relevant to younger shoppers who value sustainability and are feeling the pinch during the cost of living crisis. It’s also still on brand - the nod to the LSE keeps wealth and luxury firmly front of mind. Lovely stuff!
That’s it for this week!
Don’t forget, the early bird deadline for the Creative Moment Awards 2023 is the 26th of May so get those entries IN already!
And if you see or launch anything you think deserves a mention here let me know about it at email@example.com or @Welsh_PR on Twitter.
Until next time…
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