May the 4th - a religious day for devout Star Wars fans who were inundated with thematic products as the movie launch date approached. With Disney/Lucas celebrating May the 4th, I'm your Father's Day, Force Friday, and an embargo date when all licensed products were approved to hit the shelves, 2015 really did awaken the Force.
"A mindful approach, to rise above a saturated market it takes". While the authenticity of this Yoda quote is questionable, I know he was channeled to elevate this campaign. A narrative arc was designed to celebrate the launch of a full Star Wars product collection, creating relevant touch points online and in social for each Star Wars holiday until the embargo date arrived when a very unique collectible was launched: limited edition Chewbacca clogs.
In addition to full campaign creative, I directed a Star Wars product video with the on-screen talent acting more like a super-fan than a co-pilot and seen wearing a homage to her favorite Wookie. Combined with a teaser campaign and full site takeover, the Wookie clogs sold out in less time than it takes to make the Kessel Run (12 parsecs, for those playing at home).
May the 4th be with you.