THE OPPORTUNITY: Develop a new campaign for back-to-school college teens at Bed Bath & Beyond. But, what made this exciting and different? For the first time, we'd be speaking to Generation We. And, since they've grown up with 1000s of ads crossing their eyes every day, we needed to make it informative and entertaining.
THE IDEA: We grounded this baby in insight. We learned about their moms and about them. We found out that they are crazy agile when it comes to info, and that they, in fact, do want it. We also realized when you've got a kid on snapchat nonstop, you better be capable of catching their attention and making them smile. The campaign will come to life in store, online, via direct mail, and more.