The FEED fashion brand teamed up with Adobe to invite ad agency creatives to compete in the 'Make It Challenge' to design a holiday marketing campaign for the socially good business. FEED designs fashionable pieces like bags, hats and clothing and donates some of the proceeds to fight poverty in developing countries.
The participants paired up were a copywriter and art director that had never previously met. The winner of the competition came up with a 'Follow My Lead. FEED.' campaign that used well-known people to encourage others to make socially aware holiday gift purchases. The pairs only had 72 hours to come up with the campaign and the winning print ads were run in magazines that weekend.
This type of forced fast marketing stimulates energized creativity that often leads to simpler and more direct marketing tactics. The process is available to watch as an entertaining web series that also acts to promote the two collaborating brands.