Jackie Kropp
Creative Director - Copy + Editorial
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Unwrap the Unexpected
The brief: Position The RealReal as the ultimate gifting destination for unique gifts you can’t find anywhere else during the 2021 holiday season.
2021 was anything but expected, and for our holiday campaign, we chose to celebrate that. To cut through end-of-year retail noise we leaned into the weird nature of the previous year, and the fact that TRR offers holiday-winning gifts that most giftees would never see coming. The result was a campaign tagline that invited both new and existing customers to unwrap the unexpected coupled with store messaging that played up the qualities that made TRR’s gifting assortment truly one-of-a-kind, and a TV commercial with real-life anecdotes from community members.
Contribution: Concepting, copy direction and execution
Store Windows
In-Store Signage
Dedicated Landing Page
