The FEED fashion brand teamed up with Adobe to invite ad agency creatives to compete in the 'Make It Challenge' to design a holiday marketing campaign for the socially good business. FEED designs fashionable pieces like bags, hats and clothing and donates some of the proceeds to fight poverty in developing countries.
The participants paired up were a copywriter and art director that had never previously met. The winner of the competition came up with a 'Follow My Lead. FEED.' campaign that used well-known people to encourage others to make socially aware holiday gift purchases. The pairs only had 72 hours to come up with the campaign and the winning print ads were run in magazines that weekend.
This type of forced fast marketing stimulates energized creativity that often leads to simpler and more direct marketing tactics. The process is available to watch as an entertaining web series that also acts to promote the two collaborating brands.
Poverty-Aiding Fashion Campaigns
Creatives Competed to Create a Holiday Campaign for FEED Fashion
Trend Themes
1. Socially-conscious Fashion - Continued rise of brands that prioritize donations to poverty-fighting charities, appealing to consumers who place importance on socially responsible spending.
2. Forced Fast Marketing - The use of tight deadlines to spark creative thinking, allowing for more agile and simpler marketing tactics that can more effectively convey messaging to target audiences.
3. Collaborative Marketing Competitions - Companies partnering with creative agencies for limited-time competitions to develop new marketing campaigns, generating fresh ideas and buzz for both brands involved.
Industry Implications
1. Fashion Industry - Innovative opportunities for fashion brands to differentiate themselves and make an impact by partnering with charitable organizations and promoting socially responsible initiatives.
2. Marketing and Advertising Industry - Potential for marketing agencies to increase engagement by collaborating with other brands, particularly those with a focus on social responsibility and charitable initiatives.
3. Nonprofit Industry - Opportunities for nonprofit organizations to leverage partnerships with fashion brands in order to increase donations and raise awareness for their cause through innovative marketing campaigns.