Parachute: Deadline

Credits & Description:

Agency: Office of Baby
Chief Creative Officer: Paul Caiozzo
Executive Creative Director: Nathan Frank
Creative Director: Michael Hagos
Art Director: Kelsey Shang
Copywriter: Prit Patel
Producer: Connor Hall
Synopsis:
Independent creative agency Office of Baby continues its collaborative partnership with premium bed and bath brand Parachute by unveiling the follow-up to last Fall’s “Very Comfortable” campaign, which marked the latter’s very first advertising initiative.
Launched ahead of the May opening of Parachute’s first flagship store in New York, Office of Baby’s 2018 iteration consists of out-of-home ads showcasing snapshots of people who are at their most content and carefree when enveloped by Parachute’s soft, soothing line of sheets, towels and bathrobes. Featuring Office of Baby’s distinctly subtle, clever and effective brand of humor, the 2018 “Very Comfortable” campaign aligns lulling, desirable imagery with escapist messaging such as “The city has enough people today”, “Deadlines are a social construct” and “If I die, tell naps I loved them.”
As part of its ongoing effort to offset the hectic atmosphere of daily city life and proliferate in neighborhoods where consumers live, work, and shop, Parachute’s new OOH ads are being strategically placed in subways, kiosks and on taxi tops initially in New York City, followed shortly by a rollout in Los Angeles.