Martin Agency Recognized as Adweek's 2020 US Agency of the Year
The Martin Agency, a renowned advertising firm, began 2020 with an optimistic outlook, unaware of the chaos that was to come. However, their optimism paid off when they secured a new client, Old Navy, in February of the same year.
The acquisition was the result of a lengthy pitch process, and The Martin Agency proposed a unique idea for Old Navy. They suggested creating a massive installation made entirely of Old Navy clothes, to promote the brand's charitable effort. This idea was a response to Old Navy's $30 million clothing donation to families in need, which was announced shortly after.
Initially, the campaign idea was temporarily shelved due to the unexpected outbreak of Covid-19, forcing Old Navy to temporarily close its stores. However, the agency didn't let this setback deter them. They revisited the idea and approached local artist William PK Carter, a quilter and puppet artist based in Central Valley, New York.
Carter, who bridges the puppet and fine art worlds, was tasked with creating the large-scale installation. The result was a stunning display of creativity, showcasing Old Navy's commitment to giving back to the community. The installation became a time-lapse video, which became one of Old Navy's best-performing ads.
Old Navy's chief marketing officer, Jamie Gersch, confirmed the success of the ad. "The response was overwhelmingly positive," she said. "It was a powerful way to showcase our commitment to helping those in need."
The ad was not part of the originally planned campaign for Old Navy, but it proved to be a significant success. It demonstrated the power of creativity and adaptability in the face of adversity, a lesson that resonated with many during these challenging times.
As we look back on 2020, the Old Navy campaign stands as a shining example of how businesses can use their resources to make a positive impact, even in the midst of uncertainty.
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