Kmart Film, Digital SHIP MY PANTS by DraftFCB Chicago

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Industry Department Stores & Shopping Malls
Media Film, Digital, Interactive & Mobile
Market United States
Agency DraftFCB Chicago
Director Zach Math
Executive Creative Director Jon Flannery - Doug Behm
Creative Director Howie Ronay
Producer Brian Etting
Editor Andy Green, Casey Cobler
Released May 2013

Credits & Description

Advertiser: KMART
Category: Video
Advertising campaign: SHIP MY PANTS
Executive Producer: Chris Bing (Draftfcb)
Executive Creative Director: Jon Flannery (Draftfcb)
Director Of Photography: Christophe Lanzenberg (Bob Industries)
Creative Director/Copywriter: Sean Burns (Draftfcb)
Animation: Tom Mackey (Inside Job )
Chief Creative Officer: Todd Tilford (Draftfcb)
Editor: Casey Cobler (Inside Job)
Executive Producer: Chuck Ryant (Bob Industries)
Planner: Al Gross (Draftfcb)
Editor: Andy Green (Bob Industries)
Producer: Brian Etting (Bob Industries)
Animation : Heather Lewis (Inside Job )
Creative Director: Howie Ronay (Draftfcb)
Executive Producer: John O’Grady (Bob Industries)
Executive Producer: TK Knowles (Bob Industries)
Director: Zach Math (Bob Industries)

Brief Explanation
You’d be surprised what you can do at your neighborhood Kmart. For instance, you can ship your pants, right there in store. The bedroom dresser you’re looking for out of stock? Well, you can ship your drawers, too. A Kmart associate can find what you’re looking for at and ship it to you, free-of-charge. To spread the word, we used a simple play-on-words and released the content on YouTube. In eight days, “Ship My Pants” went viral, garnering 15,000,000+ views, making it one of the most shared untelevised commercial videos ever. And online success spurred broadcasting a TV version.