SHUTTERFLY Back to School

A 360 campaign: Site, Tablet, Email, App, Connected TV.

Shutterfly’s summer campaign with Back to School focused on personalization; a core pillar of the Shutterfly brand. By addressing each child as unique and special we celebrate all the qualities that a kid can encompass: Loud, Quirky, Nice, Bold, Funny, etc. We introduced a differently abled child and she was received with wriiten testimonies from customers with delight — grateful for a child who is differently abled to be seen. Every child should be seen.

The “Unique Gear for Unique Kids” campaign cornerstone was the blue tonal ‘blackboard’ with various school motifs; lockers, a gym, a study desk and a library. The print campaign revolved around a day in the life starting with a mom of three getting her kids ready for the first day of school in the entryway of their home.

We added the cutouts to give us the ability to emphasize headlines and extend the campaign to the various summer sales; July 4th, Labor Day etc.

The video was shot based around a cutout of a Shutterfly school bus with the kids jumping out the bus door to showcase their unique Shutterfly Back to School product. The bus driver was a dog.

Creative Director, Timothy Jones / Art Director, Christina Clugston, Gabi Anderson / Designers, Illustrations by Katie McDonough / Copy Alex Peterson, Kat Martisch / Photo Manager Meghan Pake

Photography Ericka McConnell (https://www.erickamcconnell.com/)