In anticipation of the upcoming gifting season, Away approached Ghost Robot to help craft a campaign which would position the companies innovative luggage as the perfect holiday gift. The goal was to not only drive traffic to the Away site, but insure that visiting shoppers were intent on making a purchase.
After pitching multiple creative directions, the brand chose a campaign which let its loyal consumers do the talking and “Real Reviews Beside a Fake Fire” was born. We created four feature-focused spots, each based around a real (and entertaining) review. VP of Brand Marketing Sarah Wattson says: “The vast majority of people are looking for peer feedback to influence their purchase decisions. We felt like this was a great opportunity to allow more customers to do the talking, rather than allowing another brand in the overly saturated holiday time period.”
Director Benjamin Dickinson led the creative effort, working hand-in-hand with our in-house team of writers. Up-and-coming comedian Yedoye Travis was cast to read the reviews in the stylized holiday set. In addition to four broadcast spots, Ghost Robot also delivered multiple social deliverables to be released across brand channels. Read more about the campaign on Adweek.
