A new brand campaign for zulily I created over 5 months with my friends at Office of Baby. A good time was had by all.
These are not my words but they sum up the campaign and strategy: “The whole world will be licking my legacy from their sticky fingers.” “Why don’t you try growing more feet for all those shoes?” “This got so dark. Quick, cut to a dog.”
Such lines punctuate Office of Baby’s first campaign for e-commerce platform Zulily, which presents silly situations and crackpot comedy in an effort to show the delight that shoppers experience when discovering deals on the site.
“The same way Zulily surprises their audience with unexpected sales and unique products every day, we wanted to surprise the viewers of these ads by not necessarily adhering to a uniform setup and punch line,” says agency creative chief Paul Caiozzo. “Sometimes the ads are self-referential, sometimes surreal visual jokes, other times goofy physical gags. You’re never quite sure what’s coming next.”