Yours for the Making
Individuality is a key component of modern culture. Self-expression is of utmost importance to many people, which plays out in the ways they choose to dress. Many mainstream clothing brands play on this notion and highlight individuality in their brand messaging. But individuality is hard to express with factory-made clothes that look like everyone else's. JOANN allows people to represent their truest selves by providing the materials needed to create truly unique, one-of-a-kind clothing.
Art Director: Amun Chaudhary
Print Series
As the anchor of our campaign, our print series contains sleek imagery that features offbeat, customized clothing, combined with short, bold headlines that portray an adventurous brazenness of those who wear said clothing.
Out-of-Home/Digital
To extend our messaging out into the world, we want to position our out-of-home and digital ads around hubs of clothing; places in which people aren't going to expect JOANN to make an appearance. The ads will be placed outside of groups of stores in physical form, and on clothing-oriented websites in digital form, thereby conveying a message of "soft trolling," as we call it, to divert their attention away from buying their individuality, and instead toward making it.
Online Video
JOANN will release a social video via Instagram and Facebook to showcase the many capabilities of self-expression made possible through the materials the brand offers.
JOANN (x) Depop
JOANN will partner with Depop to promote its materials. Depop will bring its unique apparel to the marketplace using materials sold by JOANN. We believe that this partnership will insert JOANN into the target market we're trying to reach - people who value the promotion of their individuality with unique clothing not found in common stores.
#YoursfortheMaking Challenge
JOANN will host an Iron Chef-style competition in select stores - the #YoursfortheMaking Challenge - in which participants will have access to a central area of materials to create unique clothing that exudes their imagination within a one-hour timeframe. The Challenge will be promoted on JOANN's and Depop's websites and social media accounts.
