Old Navy - The friendliest Black Friday ever. Promise.
When it came time to create our Black Friday campaign for Old Navy, we noticed that everything being said in the news involved people fighting for items, people getting ran over at stores and the increased sense of competition around the shopping staple. Our Old Navy team wanted to challenge that cultural stigma and create the friendliest Black Friday ever, Cheermageddon.
The TV work, along with flash and high impact digital media, all drove to Cheermageddon.com, Old Navy's microsite that has all the information you need to help get prepared for the friendliest Black Friday ever. On the mobile-optimized microsite you can view doorbusters and deals by day, find your nearest Old Navy location, find a coupon or even make a shopping list.
Old Navy - Friends and family reunited for the Holidays...in Pop Pants.
A large part of Old Navy’s commercial strategy was leveraging nostalgia with our target customer while sharing the latest fashions with her while we have her attention. For our holiday campaign, we partnered with Warner Brothers and one of America’s favorite families, The Griswolds, to create fun situations for Clark, Helen, Rusty and Audrey to get into while our product was hero.
The commercials generated millions of views on YouTube, generated an enormous amount of earned media and, most importantly, led to one of the most successful holiday seasons that Old Navy has ever had.
We also brought back one of our target’s favorite childhood icons, Jordan Knight, to create a fun holiday extension video featuring Boys II Men for a fun song and dance number that ran in over a thousand theaters across the country.
Credits
Client: Old Navy
Agency: Crispin Porter + Bogusky, Los Angeles
Partner, Worldwide Chief Creative Officer: Rob Reilly
Executive Creative Director: Jason Gaboriau
Creative Directors: Robin Fitzgerald, Cameron Harris
Senior Copywriter: Gerard Seifert
Senior Copywriter (Spanish): Jorge Ortega
Senior Art Director: Cerra Buckholz
Copywriter: Rachel Carlson
Art Director: Patricia Ortiz
Executive Business Affairs Manager: Amy Jacobsen
Production Company: Smuggler, Hollywood, Calif.
Directors: Randy Krallman, Tobias Perse
Production Company, Executive Producers/Partners: Brian Carmody, Patrick Milling Smith
Production Company, Executive Producer/Chief Operating Officer: Lisa Rich
Production Company, Executive Producers: Allison Kunzman, Laura Thoel
Production Company, Head of Production: Andrew Colon
Line Producer: Cory Berg
Editorial Company: Cut & Run, Santa Monica, Calif.
Head of Production, Senior Producer: Christie Price
Executive Producer: Carr Schilling
Editor: Frank Effron
Postproduction Company: Method, Santa Monica, Calif.
Executive Producer: Robert Owens
Visual Effects Supervisor: Jason Schugardt
Music Company: Search Party, Portland, Ore.
Content Director: Kate Higgins
Content Management Supervisor: Joselyn Bickford
Content Supervisors: Charissa Kinney, Georgette Young
Content Managers: Tommy Cottam, Michelle Forbush
