Thirdlove
Repositioning a tainted holiday.
From their inception, ThirdLove has stood in stark contrast to the Victoria Secret ideal. They were size inclusive before it was cool, and were always rooted in the reality of everyday people. So when they came to us to help them craft a Valentine’s Day campaign, we knew it had to stand out amongst the overt sexualization of the holiday.
- Campaign Strategy
- Campaign Creation
- Verbal Identity (in collaboration with Character)
CAMPAIGN STORYLINE
We’re here for the loves that endure — your best friend since middle school, your security sweater, your ride-or-die partner or loyal feline companion. We’re for all the love that doesn’t usually get the spotlight.
Key Copy
- For loving year round.
- For February 14th, and the other 364 days of the year.
- A love that lasts. Now, that’s sexy.
Finding a new love lane.
Playing with the cultural tensions (and inevitable disappointments) that surround Valentine’s Day, we crafted a campaign strategy that expanded the aperture beyond the sexy moments, and centered solely on love. But not the obvious romantic love, the enduring loves — the kids, the pets, the best friends.
campaign manifesto
Process Snapshot
We helped the Thirdlove creative team prepare for their campaign shoot with a detailed art direction guide, laying out talent ideas, settings, poses, props and more. The internal team executed the campaign vision flawlessly, from the photo shoot to the rollout.
A final word.
Even when you’re swimming in the same pool, you can find your own lane.