Based on the insight that millennials are now using credit cards on everyday items and spending enough in a year to earn $500 cash back, we carved out a unique value proposition for the store with the idea of Everyday Extraordinary, where everyday items can magically transform into extraordinary things over time. Each department of the store was transformed into an interactive art exhibit of our audience's favorite splurge items created out of the everyday items they purchase most on their credit cards. A dress made of flowers, a chandelier made of candy, a turntable made of pizza...all created by our influential partner artists and makers.

We hosted the media and lifestyle influencers at a special pre-opening event and then opened our doors to the public for one special day.The entire 2% collection of 2D & 3D art created by our partner artists and influential makers was based on survey data collected from our target audience. Both the everyday items used, and the splurge items created, were lifted straight from the survey results, creating a bespoke campaign platform we were able to extend across digital display and paid social.

We made every corner of this pop-up instagrammable, leading to 1400+ attendees and 115,000+ social engagements.

Social-first campaign
Since this was an earned campaign, a strong social media presence was critical. I wanted the visuals to be bold and eye-catching, reinforcing the campaign's central idea: one purchase could lead to something greater. Inspired by Stephen McMennamy’s work on Instagram, I knew his style would be a perfect fit. We collaborated with him and Vanessa Mckeown to create artwork based on consumer survey responses about how they would spend $500. The resulting pieces combined luxurious items, like jewelry, with everyday expenses, such as coffee runs, showcasing the diverse rewards made possible by the extra $500 in spending power.