House & Garden magazine x The Changing Room
Theme: Create a solution for a brand communication challenge by applying advanced storytelling across a mix of relevant digital media channels.
House & Garden in collaboration with The Changing Room wants to empower and inspire a more affordable, accessible, and eco-friendly way to shop. The campaign is all about attracting new blood. From the research, we found there are major differences between the Millenial generation and Baby Boomers, this is why the brand has to take on a new perspective. This generation has everything to gain and nothing to lose by embracing sustainable practices.
The campaign uses digital and online presence because that is where you will find Millenials, Youtube and Instagram are both highly popular mediums. By creating an app we give them another platform to connect with others, which is what Millenials love.
The campaign does not embody House & Gardens traditional style, but rather has a much younger and edgier look and feel. This was done specifically because we are trying to highlight that old is new and that many old but cool things want to continue their lives with you.
