When gamers hear the word “crafting,” they think of creating virtual objects in video games, not JOANN.
We saw an opportunity to bridge the gap between crafting virtually and crafting IRL, and created in-game innovations to get gamers to craft in both dimensions.
We created exclusive JOANN tools in Minecraft to introduce gamers to traditional crafts, like crocheting. We helped them learn how to craft in real life by selling Minecraft Kits so they could create their in-game crafts IRL.
We also developed a new character in Animal Crossing, Aunt Joann, that gamers could visit at the Able Sisters shop for special sewing tips and limited-time patterns. We also transformed a flagship location into a real-life version of the Able Sisters shop which allowed users to print custom fabric using patterns they created in the game.
This student campaign titled 'Activate Maker Mode' was published in United States in April, 2022. It was created for the brands: Animal Crossing, Joann Fabrics, and Minecraft, by ad school: Chicago Portfolio School. This Digital, Experiential, and Integrated media campaign is related to the Gaming and Retail Services industries and contains 3 media assets. It was submitted 15 days ago by Art Direction Student: Jessica Gordon.
Art Director: Jessica Gordon
Copywriter: Analisha Santini
Copywriter: Miriam Rood