CALM & The Or's Father’s Day Redesign Challenges Outdated Messaging
Laura McQuarrie — May 22, 2024 — Art & Design
References: thecalmzone.net & marketing-beat
Campaign Against Living Miserably (CALM) teamed up with The Or for Father’s Day Redesign, which challenges conventional Father’s Day messaging and tired stereotypes. “Mother’s Day card designs are always thoughtful and heartfelt. ‘Happy Father’s Day you old twat’ or a picture of a pint of beer doesn’t quite have that same level of warmth,” said The Or executive creative director Charlene Chandrasekaran, “The Father’s Day Redesign is here to shine a light on how we communicate with our father figures, reframing the narrative with positivity and openness.”
Over 30 artists contributed to the project and redesigned Father’s Day cards to shift away from generic stereotypes like golf, barbecues and beer. Inspired by their own fathers and father figures, the artists shared heartfelt messages of gratitude and love.
Leading up to Father’s Day, the cards will go up for auction via Auction Collective.
Over 30 artists contributed to the project and redesigned Father’s Day cards to shift away from generic stereotypes like golf, barbecues and beer. Inspired by their own fathers and father figures, the artists shared heartfelt messages of gratitude and love.
Leading up to Father’s Day, the cards will go up for auction via Auction Collective.
Trend Themes
1. Authentic-family Messaging - The trend towards creating more genuine and heartfelt communication for Father's Day cards redefines traditional stereotypes associated with fatherhood.
2. Artist-collaborative Campaigns - Collaborating with artists for product redesigns introduces unique, personalized perspectives, enhancing emotional connection with consumers.
3. Stereotype-free Celebrations - Redefining holiday messaging to exclude outdated stereotypes aligns with broader societal shifts towards inclusivity and thoughtful expression.
Industry Implications
1. Greeting Cards Industry - By challenging conventional designs, the greeting cards industry can tap into a growing demand for more meaningful and personalized products.
2. Creative Arts Industry - Incorporating artistic collaborations in broader product designs opens new avenues for artists and businesses, fostering innovative expression.
3. Auction Platforms - Hosting auctions for limited-edition or collaborative merchandise can create exclusivity and drive consumer engagement through unique purchasing experiences.
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