QUILTED NORTHERN BRAND RELAUNCH

Role: Creative Director

Orchard pitched and won the Quilted Northern business on one of the stickiest ideas I’ve ever been a part of. Quilted Northern had a major brand attribution problem. Which made them #4 in the category and imperiled their business. We needed to get people shopping the paper aisle on autopilot to choose Quilted Northern definitively and fast. So we had the idea to hijack one of the most pernicious earworms of the 1980s, “We Built This City,” in service of the brand. We wrote many--so many--lyrical stanzas before we landed on the magical recipe, launching with the blunt force trauma chorus: “We Quilt This City with a comfy roll!” Next, we created a holy multigenerational triumvirate of Quilted Queens to deliver our banger. Throw in a discoed-out grocery store with a conveyor belt dance floor, a giant city skyline made entirely of toilet paper, and a toilet paper microphone.  And then, at last, our director Tajana Tokyo made the Queens strut like only someone who used to dance next to Beyonce on stage could. All hail!

Directed by Tajana Tokyo