Hey kids! Thursdays are all about the work, #IndieWork. Sure, we have shows most weeks, but starting today, we’ll spin around to share some of the stuff coming from Indie Agency News members!
Indie Agency News member? Hit us up to let us know about your latest work.
Wins + Work
WorkinProgress gets cooking with Boost Mobile
WorkInProgress picked up Boost Mobile as the brand’s AOR. That happened a minute ago, but we’re off and running with some new WIP work directed by Jonathan Kriesel. Here’s what Matt Talbot, Co-Founder and CCO, had to say.
The brief: Boost Mobile and Boost Infinite are merging into a single brand—Boost Mobile—making them the only carrier with prepaid and postpaid mobile services under one name. In doing this, Boost Mobile is the newest nationwide carrier ready to compete with the big three.
Biggest brief challenges: Figuring out the right tone for what is, in essence, a new brand or brand relaunch is always tricky because there are so many ways to go. Additionally, we knew we wanted to create a campaign platform that could run for years to give Boost Mobile the best chance to drive an increase of awareness over time through consistency of execution and branding. But coming up with a campaign that can run for years is a high bar. And there’s no way to know for sure. You have to use your gut.
Up like a carny ride: Boost Mobile is doing a ton of work to humanize the brand and make it more likable, all while doing some seriously heavy lifting in hopefully memorable ways. Our partners also did an incredible job getting the work to market in record time. We went from meeting the client for the first time to shipping the work in less than two months.
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Work
Party Land: Back to School Ha Ha
Oh, Party Land, you sass. Here comes some excellent ha ha for JanSport, America’s #1 backpack brand.
It’s a social-first campaign for 2024 targeting and building on the brand’s love from, you guessed it, Gen Z!
“JanSport’s greatest strength today is that it’s a backpack made for everyone, designed to go everywhere. We shied away from the hyper-aspiration that permeates the space, and instead embraced the brand’s legacy as a basic that you live your whole life out of,” says Natalia Fredericks, Creative Director, Party Land.
“We found that the iconic brand didn’t need reintroducing, that’s how familiar it is, which freed us up to focus on our audience and how they use the product. So we focused on telling highly relatable stories in the everyday moments where our audience lives life, with a focus on humor and song, which brought the brand and product messaging into a modern, social space and met our audience where they were.”
Our fave? Uh, we don’t have one. We love ’em all.
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Mythology: No fakes here
Members Mythology and The RealReal teamed up to send a message: The brand doesn’t sell fakes! Get real Gucci, Louis Vuitton and all the other juicy brands people love, gently loved, on their beautifully curated marketplace.
However, it wasn’t only about that—Mythology and The RealReal wanted to raise awareness of the pervasive counterfeit crisis—to the tune of $1B per year.
The activation was a store at 301 Canal Street in New York (a center of fake goods, let’s be honest. I once bought a Louie Vittles bag for $5. It wasn’t great) designed to turn heads. The influencers were out in force, including Laverne Cox, Madhulika Sharma and more.
From now until early September, coinciding with the peak of New York’s tourism season, the installation will educate visitors with a collection of super fake handbags confiscated during The RealReal’s rigorous authentication process. Strategically placed on Canal Street, notorious for its counterfeit goods, this installation initially appears to be a new The RealReal store. However, upon closer inspection, people will be met with a display of confiscated luxury dupes indistinguishable from authentic items at first glance. This “store,” which will never actually sell these fakes, is a bold statement against the counterfeit industry.
“Our message is unequivocal: while others might not know your bag is fake, you do,” says Ted Galperin, partner and director of retail at Mythology. “By showcasing a perpetually closed store, we underscore TheRealReal’s unwavering commitment to never selling fakes and invite the public to trade in their own counterfeit items for store credit, reinforcing their leadership in the fight against counterfeit goods.”
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Doug Zanger is the founder and editor-in-chief of Indie Agency News. He is also the founder of the Creative Bohemian consultancy, lives in the Pacific Northwest and is insufferable about it.
