NAADAM
CLIENT
NAADAM
MARKET
NEW YORK
WALLS
5
DURATION
5 WEEKS
CREATIVE AGENCY
COLOSSAL MEDIA
Every brand becomes our Creative Studio’s partner, and most become lifelong friends. But there’s a special place in hand paint heaven for the group of clients who become something more, something like family.
Enter: NAADAM. DTC dreamboats who craft the most delicious Mongolian cashmere sweaters, among other well-priced, well-made, well-I-guess-I-need-five-of-these separates and accessories.
We got close over one pandemic, two campaigns, 5 walls, and an ambitious list of objectives:
A BUCKING GREAT TIME
In April 2020, NAADAM dropped us an email request to brainstorm hand-painted ads for their fall/winter OOH campaigns. Within days we were in our best WFH-wear talking biz on a Google Hangout.
“By the way, do you have any quirky ideas for how we can message our $75 sweater?,” they asked as we were getting ready to close out the call.
“Sure, we can put together a few concepts.”
“Great. And if you think it’s too weird, random, or stupid—trust us, it isn’t.” That directive shouldn’t have come as a surprise considering this was the team behind the goat-fornicating wild postings of one year prior.
“We explored if this idea could live in OOH as well as the digital space
(it did!), so we shifted plans and made it the whole campaign.”
PSA to every creative out there: Always share all your ideas. The good, the bad, and the blah. Because it was on the last slide in our deck, the 10th idea we shared, like an afterthought in a trailing sentence within the section titled “For Later?,” that this campaign was born.
PSA to every advertiser out there: Sometimes you just gotta tell it like it is.
Dress an ad up in all the fancy designer bits and verbal baubles you want, but people still need to know what the hell you’re selling and why on earth they should care.
So. NAADAM wants to sell a $75 cashmere sweater with irreverence, brevity, and the unparalleled power of hand paint? We gotchu.
MORE HAND-PAINTED POSTINGS
And on the creativity flowed—we had another campaign to pounce, paint, point, shoot, and promote! This time, NAADAM came to us with their concept locked, just looking for a few tips on how to generate maximum impact outdoors and online. Our Creative Studio tweaked a few designs, drafted a storyboard or two, and prepped for production. The figurative baton was then (scrubbed, sanitized, bathed, and bleached before it was) passed to our pre-pro crew at 1109, and then onto our walldogs.
“Our organic and paid search volume has increased YoY significantly, with
NYC areas contribution +15% YoY compared to other large DMAs.”
NAADAM CHANGES PEOPLE
And just like family, we now share a disturbingly close, fiercely real relationship with the NAADAM team. We’ll take a bond like that any year, but we didn’t know how much we needed it during that year. In addition to the overperforming OOH campaign, the slam dunk suite of digital assets, and warm and fuzzy new family status, we kept it ~weird~ from start to finish, just as the directive called for.
