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.”
“We wanted to evoke the inner monologues of people who are extremely comfortable,” Office of Baby Co-Founder/Chief Creative Officer Paul Caiozzo explains. “There’s something that happens to you when you’re wrapped up in toasty sheets or lounging in a really soft bathrobe; you have more funny, interesting thoughts when the daily stress has melted away.”
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. “These are huge markets for Parachute,” says Caiozzo. “They’re also places where hard work and ambition are a form of social currency. We liked the idea of running counter to that and reminding people, in the middle of the commute, of the joy of doing nothing in a warm bed or eating breakfast in your super-soft bathrobe.”
According to the Office of Baby CCO, Parachute’s 2018 “Very Comfortable” campaign, which launches concurrently with the brand opening doors to its new retail storefront in New York, continues a great, burgeoning working relationship between both parties. “We’ve been working with Parachute for a little less than a year, but they’ve quickly become one of our most beloved clients. They’re collaborative and confident in their brand. Being genuine partners in the creative process, we wanted to do justice to Parachute’s craftsmanship, but in a way that was fun and accessible.”
Office of Baby’s “Very Comfortable” campaign for Parachute follows the agency’s recent acclaimed work including its irreverent debut campaign for ecommerce platform Zulily and the latest “Find Your Place” OOH effort for longtime client, StreetEasy.
Chief Creative Officer: Paul Caiozzo
Executive Creative Director: Nathan Frank
Creative Director: Michael Hagos
Art Director: Kelsey Shang
Copywriter: Prit Patel
Producer: Connor Hall
About Office of Baby:
Office of Baby is an independent creative agency. Serving as a brand incubation and innovation hub for the likes of Zulily, ZocDoc, and StreetEasy, we take on unique creative challenges and combine strategy and advertising to help the world love and understand your products.
Parachute makes modern Bedding and Bath essentials for a more comfortable home. Their products are designed in Venice Beach and responsibly manufactured by the world’s best artisans.