By Egotist / / barrettSF is launching its first holiday marketing campaign for client Cost Plus World Market. There’s a boatload of executions in the campaign, including in-store activations and contests, brand partnerships, interactive mobile units, digital display, social media, Broadcast Video On Demand, Subscription Video On Demand, and a short film. Titled “The Performance”, the film tells the story of a young boy who ventures outside to nervously prepare for his holiday trumpet recital. After practicing alone for a short time, the boy soon finds himself performing to an unexpected audience in his backyard: a herd of llamas from the hills behind his family’s home. Day after day the boy goes outside to practice, each time improving and gaining more and more support from his new llama friends, until he finally takes the stage for his big holiday performance. “We obviously want more people to buy gifts at Cost Plus World Market”, said barrettSF account director Molly Warner. “But we also see this time of year as a chance to simply put a little joy into the world. If we can do that, we know we’ll get our fair share of holiday shoppers.” As a tie-in to the young boy’s trumpet playing in the digital video, World Market has partnered with VH1’s Save The Music Foundation to create an exclusive, limited-edition reusable shopping tote. Proceeds from the sale of each bag will help the Foundation restore music education programs in schools. For in-store initiatives, barrettSF’s creative team worked with World Market to develop three separate in-store programs. Throughout the holiday season, there will be a “Golden Llama Treasure Hunt” taking place across World Market locations, where shoppers can receive daily merchandise rewards when they find a golden llama hidden in the stores. Additionally, there’s the “Peru-se Our Store” scratcher for the first 100 customers on Black Friday weekend that will send a few lucky shoppers to Peru to visit the original home of the llama. For National Llama Day, December 9th, the team helped create the “Lotta Llama Love” contest, where shoppers will be asked to snap a photo with a llama cut-out and post on social media for a chance to win $500 gift cards. In addition to these programs, there will be a variety of unique in-store activations for shoppers as well. Taking inspiration from the young boy’s trumpet recital, a number of World Market locations will be hosting concerts for young local musicians. Stores will also be raffling off a Kaiser Instruments trumpet to help inspire other young musicians. CREDITS: Agency: barrettSF Executive Creative Director: Jamie Barrett Creative Director: Todd Eisner Sr. Copywriter: Phil Fattore Art Director: Mike Muench Executive Producer: Conor Duignan Managing Director: Patrick Kelly Director of Brand Strategy: Jillian Davis Brand Strategist: Kevin Albrecht Account Director: Molly Warner Account Supervisor: Lyndsey Sotwick Cost Plus World Market Chief Marketing Officer: Adrian Stevens Sr. Creative Director: Colleen Cavanaugh Director of Media: Kimberly Gonzales Cost Plus World Market Stylist: Caitlin Blaze Morgenrath Production Company: Sanctuary Director: Cole Webley Executive Producers: Preston Lee Line Producer: Chris Cho Director of Photography: Khalid Mohtaseb Production Designer: Jennifer Dehghan Editorial: Cabin Editor: Isaac Chen Managing Partner: Carr Schilling Senior Producer: Michelle Dorsch VFX / Finish: MPC VFX Supervisor: Andrea Arevalo Colorist: Ricky Gausis Producer: Christian Downes Executive Producer: Meghan Lang Music: Future Perfect Composer: John Connolly Executive Producer : Maxwell Gosling Audio Mix: LIME Engineer: Eben Carr
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