Ordinary Locations (Extraordinary Families).
Brand Launch Campaign Concept | DFY. R1 - USA
This campaign tells the everyday stories of two ‘real’ families love for music and passion for food to tap into common interests and truly connect with soon-to-be new parents. Establishing authenticity, it provides the foundations to create relevant, engaging content and begins the journey in building a brand community, stretching beyond simply look and feel.
These stories can be used independently or together and additional alternative forms of location can be added to create future campaigns with other parents to better represent the wider demographic of the community.
The Record Store
Content: First record/album you bought, sounds of parenthood, curated playlists for parents - simply stroll and roll with ‘morning meltdowns and coffee runs’ or ‘Late night feeds and lo-fi vibes’.
DFY. Merch: beanie, baby ear defenders.
The Diner
Content: Breast feeding-friendly restaurants, weaning advice, favourite family recipes, healthy snacks, teething tips, city guides for eating out with kids,
DFY. Merch: pacifier, bib, baby bottle.
The Basketball Court
Content: Activities for kids (different ages), tips for teaching kids sports. The hustle of ‘a strong parenting game’ with a sports-style edge e.g. dirty diapers and timeout on sleep stat cards.
DFY. Merch: water bottle, sneakers, baseball cap.