JOANN, the nation’s category leader in Sewing and one of the fastest growing players in the arts and crafts category, is celebrating Spring with a new docu-style webisode starring actress Phyllis Smith.
Titled “Ring in Spring with Phyllis,” the scripted 5:09-minute film follows Phyllis as she humorously attempts to pull off a makeshift wedding for the couple next door.
The episode features notable DIY design expert Rebecca Propes who helps bring Phyllis’ wedding planning aspirations to life so that her neighbors don’t have to get married in a courthouse. Because, according to Phyllis, “that’s disgusting” (she thought they said outhouse). Watch below:
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Created in partnership with creative agency Where Eagles Dare, the episode will live on JOANN.com/Phyllis and YouTube, with a corresponding video tutorial that provides step-by-step instructions for each craft. In this case, Propes will show how to create a paper flower bouquet.
“Many plans changed for people this past year, especially weddings that had to be canceled or put on hold due to the pandemic,” said Brian Franks, Founder/ECD of Where Eagles Dare. “We thought a DIY micro-wedding was the perfect backdrop for Phyllis to spring into action and show all of her craftiness. We really doubled down on the visual storytelling aspect of Phyllis’ character in a continued effort to put more smiles on peoples’ faces and get them excited about crafting this Spring.”
“Ring in Spring with Phyllis” will also be promoted on JOANN’s social channels, along with a digital media buy on Hulu and Discovery featuring :15 and :30 promo ads.
The new effort follows JOANN‘s successful Holiday campaign – the three-part webisode series “Working from Home with Phyllis” – that featured Phyllis crocheting kittens, baking snow globe cookies and making a holiday wreath.
Future episodes are slated to launch later this year tied to Halloween and Holiday. We can’t wait.
CREDITS
Client: JOANN
AGENCY: Where Eagles Dare
- Founder/ECD: Brian Franks
- Creative Director: Zam Cadden
- Lead Designer: Sarah Karwoski
- Project Mgr. Jamie Simoni
- Joann Chief Creative Officer: Richard Vollmer
- Joann Editorial Director: Valerie Ott
- Joann Crafted Content Manager: Anna Olsen
- Director: Ricky Mabe
- Executive Producer: Barry Sonders
- Production: PF100, Malcolm Wax, Bradley Schulz
- DP: JR Kraus
- Music Composition: David Schuler
- Writers: Jared Kozel, Ricky Mabe
- Starring: Phyllis Smith
- Featuring: Rebecca Propes
- Production Designer: Ben Ralston
