barrettSF Compares Adirondack Chairs to Popsicles in New Cost Plus World Market Ad Campaign That's Designed For Summer

barrettSF is launching its third marketing campaign for specialty retailer Cost Plus World Market. The work will showcase the brand’s outdoor collection, and will run through the middle of June.

“Designed for Summer” is a multimedia campaign that utilizes out-of-home including a subway station takeover, a 3-D bus shelter installation, digital video, digital display, interactive mobile units, in-store collateral and direct mail to show off Cost Plus World Market’s stylish and affordable outdoor furniture to patio owners everywhere.

For the OOH, barrettSF’s creative team developed 16 unique visual concepts that juxtapose individual items from Cost Plus World Market’s outdoor collection with similar-looking summer objects. Executions include a red Adirondack chair paired with a red popsicle, and a blue outdoor rug paired with a swimming pool. The media buy includes a takeover of a major San Francisco BART station, several public transit stations in Chicago, as well as a Los Angeles bulletin-based strategy that is paired with the geo-targeting capabilities of the Waze mobile app.

“We started concepting in winter, so to get in the right headspace we surrounded ourselves with iconic summer imagery for inspiration,” said Byron Wages, Senior Art Director at barrettSF. “As we did, we noticed a lot of parallels between the colors and shapes of items in the collection, and summer itself. The campaign grew from there.”

For digital video, two 30-second spots use the split-screen concept to juxtapose a variety of summer moments that can happen on a single patio. From a quiet morning brunch to a crowded evening barbecue and from rain storms to scorching sunny days, each scene brings to life the many ways the Cost Plus World Market outdoor collection gets your patio ready for whatever summer throws its way.

Watch the video here “Outdoor Dining” and  “Occasional”

Advertising Agency: barrettSF, San Francisco, CA (USA)

Founder/Executive Creative Director: Jamie Barrett

Creative Director: Todd Eisner

Senior Copywriter: Phil Fattore

Senior Art Director: Byron Wages

Designer: Angie Hering 

Founder/Managing Director: Patrick Kelly

Brand Strategist: Kevin Albrecht

Account Director: Molly Warner

Account Supervisor: Lyndsey Dorian

Head of Broadcast Production: Conor Duignan 

Broadcast Producer: Charlotte Dugoni

Print Producer: Suzee Barrabee

Client: Cost Plus World Market

CMO: Adrian Stevens

Senior Creative Director: Colleen Cavanaugh

Director of Media: Kimberly Gonzales

Stylist: Kristine Nelson

Product Producer: Gina Scrivani

Styling Assistant: Heather VanDoorn

Assistant Product Producer: Angela Scrivani

Production Company: Sanctuary

Director: Cole Webley

Executive Producer: Preston Lee

Head of Production: Adam Litt

Line Producer: Noah Thomason

Editorial: Cabin Editing

Managing Partner: Carr Schilling

Post Producer: Liz Lydecker

Editor: Isaac Chen

Assistant Editor: Doug Scott

Sound & Mix: One Union

Sound Engineer: Eben Carr

Music: Hook & Line

Owner/Creative Director: Bryan Senti

Partner/Producer: Abby Diamond

Composer: Alex Schiff

Color: MFD

Managing Director & Partner: Matt Notaro

Producer: Nick Castillo

Colorist: Chris Martin