The Knit Cafe Campaign Invites People to Create Over Coffee
Meghan Young — November 3, 2012 — Marketing
References: maclaren & ibelieveinadv
The Knit Cafe campaign invites people to stay warm and cozy this winter season in Toronto, Canada. Not only in the comfortable confines of the coffeeshop itself, but also outside thanks to the people's own creative craftiness. Essentially, this safe haven allows people to knit sweaters, socks and more while sipping on hot drinks and chatting with good friends.
Conceived and executed by Toronto-based ad agency MacLaren McCann, The Knit Cafe campaign relies on the craft it is promoting. With typography fashioned out of yarn, the soft-looking print ads are as heartwarming as the material itself. For instance, one reads, "All your clothes warm your body. Some warm your soul."
The Knit Cafe campaign was art directed by Troy McGuinness and shot by photographer Tom Feiler.
Conceived and executed by Toronto-based ad agency MacLaren McCann, The Knit Cafe campaign relies on the craft it is promoting. With typography fashioned out of yarn, the soft-looking print ads are as heartwarming as the material itself. For instance, one reads, "All your clothes warm your body. Some warm your soul."
The Knit Cafe campaign was art directed by Troy McGuinness and shot by photographer Tom Feiler.
Trend Themes
1. Craft Cafe Culture - Opportunity to create cozy and welcoming spaces that combine coffee culture with creative craft activities.
2. Yarn Typography - Innovative advertising approach using yarn typography to create visually appealing and tactile print ads.
3. DIY Knitting - Increasing interest in DIY knitting as a way to stay warm and express creativity.
Industry Implications
1. Coffee Shops - Coffee shops can incorporate knitting and craft activities to attract customers and create a unique experience.
2. Advertising - There is potential for advertisers to explore creative and unconventional methods like yarn typography to capture attention and engage audiences.
3. Craft and Hobby - The DIY knitting trend presents an opportunity for retailers and manufacturers in the craft and hobby industry to offer knitting supplies and classes.
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