Shoe Carnival Film SCVL Hack by 22squared

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Industry Shoes, Apparel & Accessories Stores
Media Film
Market United States
Agency 22squared
Associate Creative Director Jeff Pospichal, Natalie Meeks
Executive Creative Director Kevin Botfeld
Creative Director Jennifer Tuel
Art Director Eduarda Castro
Senior Art Director Rachel Damond
Copywriter Jeff Pospichal, Natalie Meeks
Production Humble TV
Director Bright Black
Released December 2017

Credits & Description

Creative Credits
Client: Shoe Carnival
Campaign Title: Surprise! You’re on Your List!
Agency: 22squared
Agency Location: Tampa
SVP, Executive Creative Director: Kevin Botfeld
VP, Creative Director: Jennifer Tuel
Associate Creative Director/ Copywriter: Natalie Meeks
Senior Art Director: Rachel Damond
Associate Creative Director/ Copywriter: Jeff Pospichal
Art Director: Eduarda Castro
Executive Producer: Karen Burke
Senior Producer: Dana Taji
Producer: Emily Cabral
Account Director: Shelly Hiatt
Strategy Director: Megha Parikh
Photographer & Editor: Grain & Glass, Co.
Production Company: Humble
Directors: Bright Black
Line Producer: Kevin Comer
Executive Producer: Mark Kovacs
Editorial Company: King Studio
Editor/ VFX Supervisor: Brandon Johnson
Editor/ Executive Producer: Zach King
Producer: Elisa Logan
End Tag Animation, Transfer & Conform: CHRLX
Telecine: Company 3
Music House: Massive Music
Sound Design, Record & Mix: 321LAUNCH
What if you were given permission to shop for yourself this holiday? It might seem like magic. That is exactly the message behind Shoe Carnival’s new holiday campaign entitled, “Surprise! You’re on your list!” The campaign, created by 22squared, draws insight from the National Retail Federation Holiday Study, 2016 statistic which reveals over 65% of shoppers buy something for themselves during the holidays.
So, this year, Shoe Carnival has set out to bring even more joy to the season and make holiday shopping as fun and surprising as opening up presents. They are celebrating the fact that people shop for themselves when shopping for others, and that’s all part of the holiday magic. And, what better way to bring that magic to life than partnering with social media star Zach King.
King, who has over 20 million followers on Instagram alone, kicked off the campaign with some high-tech trickery in an original holiday video. King shows how easy and fun shopping can be both for someone else, and for yourself, using his savvy magic skills to hack holiday shopping and make gifts appear in real life. Additionally, a surprising 15-second national broadcast commercial delivers both holiday cheer, and smartly stylish boots, to unsuspecting shoppers. And in the spirit of surprises, 22squared dialed up the magic even more with innovative video content that breaks the boundaries of Instagram Stories and Facebook Carousels.