Creature Promo THE WINDOW SHOP by Creature

Advertiser: CREATURE
Agency: CREATURE
Category: Charities
Digital Producer: Brandon Waterman (Creature)
Producer: Christine Ogborn (Creature)
Creative Director/Art Director: Pam Fujimoto (Creature)
Digital Producer: Mick Rozycki (Creature)
Copywriter: Shirley Hendrickson (Creature)
Executive Creative Director: Jim Haven (Creature)
Executive Creative Director: Matt Peterson (Creature)

Implementation
Creature is a creative agency with street facing windows in an area of Seattle that gets a lot of walk-by traffic. For the holiday season, these windows were transformed into a functioning boutique called The Window Shop, windows you can actually shop from – in person, on your smartphone, or through the website.The shop featured 'one-of-a-kind gifts to confuse your loved ones', including many items handmade by Creature employees. All proceeds went to Hamomi Children’s Centre - a charity that Creature lends space to in its offices. Hamomi provides comprehensive care to orphaned and vulnerable children in Nairobi.

Relevancy
Part of the draw and PR story was the eclectic range of items. Made up of over 100 gifts, the offerings included things like a miniature presidents set, a rum bottle lamp, and a paper maché dolphin with Elton John’s face. Each purchased item came with its own packaging and information about Hamomi and was promoted through local press and giant gift tags that hung on telephone poles around Seattle. This execution depended on the personal contributions of most of Creature’s employees, from donations to handmade gifts to hours put into packaging and shipping purchases.

Outcome
The Window Shop and Hamomi got exposure from local press like the The Stranger, Seattle Metropolitan Magazine’s holiday gift guide, Capitol Hill blog, and national press such as Creativity and Communication Arts. Creature shipped purchases all over the country to people who shopped off the site. The shop itself earned $1500, all donated to Hamomi, but (perhaps even more importantly) a lot more people learned about all the good work this organization is doing. This led nicely into Hamomi’s biggest fundraising event of the year, where they were able to meet their entire 2013 budget by only February.

Client Brief Or Objective
For the holiday season, Creature wanted to benefit a charity that meant a lot to us personally, and one where we could make a real impact. Hamomi is a small charity that has few resources and not a lot of exposure, so we wanted to broaden awareness for their cause, while raising some money at the same time. During the holidays there’s a lot of competition for the giving spirit in people. The campaign needed to get people to participate through an angle that didn’t put charity at the forefront of the message.