Creativity

Fruit of the Loom is embroidering your kids' ridiculous quotes on pillows

For back to school, the undies brand has also debuted funny animated versions of teachers' notes to parents

By Alexandra Jardine. Published on Aug 13, 2018

Editor's Pick

Kids say and do the funniest things, and nowadays that often creates an opportunity for a parent to post it on social media. Fruit of the Loom is mining this rich source of humor for its back-to-school campaign this year.

For one part of the campaign, by Crispin Porter & Bogusky, the brand is turning ridiculous/cute comments from real kids into hand-stitched, decorative pillows. The "Pillows for Posterity" feature comments sourced from parents on social media. Gems include "You have a mustache so I'm going to bed early tonight" and "Dad, you have mommy lips." Those interested in their own personalized pillow have the opportunity to leave a quote from their kid on the Fruit of the Loom's Facebook page, where the brand will pick the funniest submissions to be made by hand.

Another part of the campaign turns examples of funny notes from teachers to parents into adorable animations. For example, there's the boy who got a nacho in his eye, the little girl with a worm in her pocket and the one whose friend ate her lip balm. The animations, by directors Tulips & Chimneys via Strange Beast, give the one-line notes fun back stories full of imagination.

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Credits

Date
Aug 13, 2018
Client:
Fruit of the Loom
Agency:
Crispin Porter & Bogusky
Creative Director:
KT Thayer
Senior Creative:
Alexis Jabbour
Senior Creative:
Bert Marissen
Integrated Producer, Video:
Emma Davis
Integrated Asset Producer:
Tyler Christensen
EVP/Managing Director:
Danielle Whalen
VP/Account Director:
Kristi Kirkeide Boutiette
Content Supervisor:
Mark Hurley
Content Manager:
Carolyn Martin
Group Strategy Director:
Kayla Goldstein
Sr. Strategist:
Bethany Lechner
Community Manager:
Nanci Zurek
Associate Media Director:
Craig McDowell
Media Supervisor:
Liz Rogers
Business Affairs Manager:
Ann Shelton
Sr. Project Manager:
Courtney Pollard
Jr. Project Manager:
Maddy Kereszturi
Editorial Company:
Ming Studios

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