Timed to its birthday, Zulily, the online retailer for moms, will break a new campaign at the end of this month on TV, CTV, OLV, social, radio, Pandora, and Podcasts. The campaign, themed “Fun is part of the deal,” is from Raleigh-based Baldwin&, and it will run throughout 2023 and into 2024, coming to life in :30, :15 and :06 video as well as :30 and :15 radio.
“Moms who shop Zulily love to be surprised and delighted instead of feeling bogged down by endless to-do lists or new budget constraints,” said Denise Jaeschke, VP of Integrated Customer Marketing at Zulily. “We’ve created a shopping experience that frees moms from the list because they know they’re getting the most value, whether through exclusive daily deals on brand names and on-trend styles, or everyday value for all occasions. The campaign is emblematic of our holistic experience that enables moms to discover these deals quickly and easily – all from their mobile devices.”
Shot by Swedish directing duo RGB6, the spots have a quirky, dream-like feel. In the campaign, moms swipe up on their Zulily app when they are suddenly transported to a magical elevator where a Zulily elevator operator appears. She swipes on a brass plate where the elevator buttons should be and takes shoppers on an immersive tour through fun digital interpretations of classic department store floors. The awestruck moms see the site experience reimagined in whimsical ways, all while snagging great deals on brand-name products.
Knowing that holiday shopping is rarely limited to a specific season, the holiday floor features every holiday and will have different endings throughout the year to feature Easter, Back to School, and Christmas. In Back to School, the mom says, “But back to school isn’t a holiday,” and the guide replies, “It is for parents.”
ZULILY: Denise Jaeschke, VP Brand Strategy & Retention Marketing; Tara Austin, Director of Brand & Integrated Customer Marketing; Rachel Brazelton, Sr. Manager Brand Marketing; Thig Gishuru, Creative Director, Brand Design; Sara Cardace, Creative Director, Copy; Margaret Waggoner, Operation Director, Creative BALDWIN&: Mitch Bennett, Executive Creative Director; Emily Watson, Group Creative Director; Donnine Canamar, Senior Art Director; Kateri David, Copywriter; Toni Kemble, Production Coordinator; Lindsay Barnes, Senior Project Manager; Jennifer Hazelett, Director of Account Management; MERLINO MEDIA: Janice Merlino, Principal; Katie Bergerud, VP Media Director PRODUCTION: Production Company: Aspekt | Director: RBG6; Executive Producers: Kim Buisson & Liz Dussault; Producer: Mia Tidlund; Casting Agent – Sweden: Alexandra Valin, Valin & Casting; Casting Agent – USA: Cast Partner; DOP: Arvid Kornstrand; Still Photographer: Per Björklund; 1st AD: Sina H Pour; Gaffer: Peter Kjellberg; Key Grip: Fredrik Kohansson; Set Designer: Milan Rakic; Props Master: Kim Samberg; Wardrobe: Amanda Mbalire; Hair & Makeup: Sóley Ástudóttir; Post Production: TBD Post: Editor: Evan Linton; Asst Editor: Jessica Lund; Colorist: Brandon Thomas; Flame Artist: Kagan Durmer; Online Asst: Stefan Allen; Sound Mixer: Cory Melious; Executive Producer: Ron Rendon; Producer: Rachel Kichler; Music House: Beatstreet: Composer: Jackson Roe; Music Supervisor: Joe Franco VO Casting Agent: Yvelisse Reyes
Boma | Camp Sugar Brand Identity
Rebel Wilson's Directorial debut “The Deb” premiered as the closing night film at this year’s Toronto International Film Festival (TIFF). Adding a touch of creative flair to the film’s debut, the team at Boma helped in crafting the brand identity for Wilson’s production company, Camp Sugar.
“Rebel and her team approached us with this adorable character design and a simple question: ‘Can we make this happen in time for Toronto?’” shares Jason Cohon. “As huge fans of animation, and with such a fantastic concept from Josh and Meredith on Rebel’s team, it was an easy ‘yes!’”
The :05 identity opens in a serene forest scene featuring a hand-carved wooden sign reading “Camp Sugar.” As the camera reveals two hands gently holding the sign, a little girl playfully peeks from behind, inviting the audience into the world of Camp Sugar. Boma was tasked with designing and animating the 3D environment and character, delivering a fully rendered introduction that will serve as a long-lasting signature for Rebel Wilson’s films for years to come.
“We had so much fun making this and hope to be able to do many more unique versions for all of Camp Sugar’s films.”
Based in Los Angeles, Boma was created to fill a need for quicker turnarounds and tighter budgets while maintaining quality at the highest creative level. With a fully remote pipeline, global partnership across three continents and a team of senior creative talent, Boma is equipped to scale projects rapidly, regardless of budget or timeline constraints.
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