Manitobah Ad Series
Moms, Treat Yourselves Too
Leading up to the holiday season, I never see my mom take a break. She’s out running errands, driving kids to activities, and buying Christmas gifts. Nearly everyday I find her at her desk, late in the evening, catching up on work. She buys gifts for everyone in the family, which we all appreciate, and too often doesn’t buy anything for herself. This campaign is an ode to her, and countless other selfless working moms who don’t get enough appreciation. Go out and buy yourselves a gift. You deserve it.
The Problem
Manitobah does 80 per cent of their sales in and around the holiday season but, even though their customers are 85 per cent white women, they have an image problem: people often think Manitobah’s products are only for Indigenous Peoples. In reality, most of their products are designed to be worn by everyone. They are all about cultural appreciation, not appropriation.
The goal of my campaign? Maximize sales in a time when Manitobah makes most of its money.
My Solution
There are two things going on with the target audience:
They don’t know if it’s okay for them to wear the products
They don’t buy themselves things because they’re too busy buying things for loved ones.
My creative seeks to give them ‘permission’ to buy Manitobah products. This covers both bases.
It’s an OOH campaign, because it’s emphasizing comfort in a chaotic time. When you’re out running errands, you have a million things to do, and a break is not in sight, wouldn’t you be longing for comfort, warmth, and come quality time with your puppy? The message of “gift yourself comfort” tells on-the-go moms that it’s okay to buy themselves something for their own relaxation. They deserve it!
The placement possibilities for this message are endless. With a CTA saying
“Visit us at _____,” you can fill in based on billboard location. If it’s placed on Pembina on the way to The Forks, you would say “Visit us at The Forks.” Maybe they’re already on their way to The Forks, taking the kids skating or buying a bottle of wine for a Christmas party.
Results
Manitobah loved our work. We did several client reviews where they said they liked my visual motif and the narrow target. Though this was an individual assignment, everyone in my advertising and marketing class worked with the same client. They had a lovely note for us upon final submission.
“To say we enjoyed ourselves would be an understatement. Your thoughtful and inspiring interpretations of the Manitobah brand across various mediums were truly impressive.”
