You Deserve More Easy

Our integrated campaign for Chatbooks was driven by a simple yet powerful insight: parenting is a tough job, and the last thing a mom needs is another project. As such, we set out to commiserate with moms and demonstrate that we understood just how challenging daily life as a parent can be. At the same time, we wanted to showcase Chatbooks as the perfect solution to ease the burden.

Chatbooks is a direct-to-consumer photo book service that is not only hugely successful but also incredibly easy to use. Our "You Deserve More Easy" campaign aimed to give Chatbooks an overarching campaign idea that could live as creative across various platforms, including broadcast, radio, OOH, and digital display. We created three hero spots for broadcast and OTT, shortform pre-roll for YouTube, 1x1 social cutdowns, and audio ads for Spotify, Pandora, and podcasts.

To make this campaign a reality, we assembled a team of talented artists and craftspeople who worked tirelessly to bring our vision to life. We produced, directed, and edited all live-action OTT and pre-roll in Washington, DC, using real-life bestie families to create on-set chemistry. We also worked with the duo Kremer Johnson to shoot stunning photography on a DC stage, and Design Foundry for fabrication.

Music played a crucial role in making this campaign memorable and effective. We created a lovable mnemonic that became the calling card for the opening of all film, social, and pre-roll videos we created. We also worked with Antfood to score a 2-minute-long jingle that lamented the challenges of the holidays and the virtues of Chatbooks with 80s ballad bombast. With lyrics and the melody written in-house by a J3 copywriter. We closed the project with a custom TikTok sound that was sent to more than 700 influencers in the Chatbooks stable along with custom packaging and swag.

Our "You Deserve More Easy" campaign allowed us to give Chatbooks the brand-y creative it needed to succeed on various platforms while demonstrating just how easy and stress-free the service is for busy moms.