Storytelling, all the rage

Storytelling, all the rage… Stories, part of the integrated, multi-platform campaign for Crate and Barrel’s first comprehensive advertising effort since 2007, dovetailing with the brand’s 50th anniversary. Aimed at forging a deeper, more relevant brand association with consumers, the campaign celebrates shared everyday moments and life milestones through Crate and Barrel’s signature Helvetica font. Thirty-second spots with titles including “Now&Forever”, “Friends&Giving”, “Mom&Daughter”, “Love&Light” spotlight a range of relationships and universal life experiences. Use of the brand’s classic typography, prominent use of its ampersand carry through all promotional efforts including a series of featured “Stories” on the company’s website. Photography is colorful, aspirational and (almost) natural looking. Copy is concise and accessible as with all C&B communications. The relatable stories are perfect for social media leverage. Hats off to TBWA/Chiat/Day for delivering yet another brilliantly simple, on-brand and beautifully executed piece of advertising history…