New Campaign for Zulily Takes Mom on An Epic Shopping Adventure

Agency: Baldwin&


Raleigh, NC, January 27, 2023 – Timed to its birthday, Zulily, the online retailer for moms, will break a new campaign at the end of this month on TV, CTV, OLV, social, radio, Pandora, and Podcasts. The campaign, themed “Fun is part of the deal,” is from Raleigh-based Baldwin&, and it will run throughout 2023 and into 2024, coming to life in :30, :15 and :06 video as well as :30 and :15 radio.

“Moms who shop Zulily love to be surprised and delighted instead of feeling bogged down by endless to-do lists or new budget constraints,” said Denise Jaeschke, VP of Integrated Customer Marketing at Zulily. “We’ve created a shopping experience that frees moms from the list because they know they’re getting the most value, whether through exclusive daily deals on brand names and on-trend styles, or everyday value for all occasions. The campaign is emblematic of our holistic experience that enables moms to discover these deals quickly and easily – all from their mobile devices.”

Shot by Swedish directing duo RGB6, the spots have a quirky, dream-like feel. In the campaign, moms swipe up on their Zulily app when they are suddenly transported to a magical elevator where a Zulily elevator operator appears. She swipes on a brass plate where the elevator buttons should be and takes shoppers on an immersive tour through fun digital interpretations of classic department store floors. The awestruck moms see the site experience reimagined in whimsical ways, all while snagging great deals on brand-name products.

Knowing that holiday shopping is rarely limited to a specific season, the holiday floor features every holiday and will have different endings throughout the year to feature Easter, Back to School, and Christmas. In Back to School, the mom says, “But back to school isn’t a holiday,” and the guide replies, “It is for parents.”

Whether transporting a steaming tea kettle or yoga ball into an elevator or showing a mom meeting herself in the dressing room, there are fun surprises throughout.
Baldwin& Group Creative Director Emily Watson noted, “Shopping has become a chore for moms — just another thing they have to check off their lists. We wanted to show how the Zulily experience is different – so we created a digital shopping playground. Building on old-school department stores, we wanted to put the fun back into shopping – something that’s been missing from most retail experiences.”

Baldwin&, founded in 2009, is a national agency headquartered in Raleigh, NC. We work with an amazing and diverse group of clients including Volvo Trucks, Bridgestone Tires, Long John Silver’s, KIOTI Tractor, Epic Games, and Murphy’s Naturals. We believe the world needs brands to make things better. What are our specialties? Advertising. Strategy. Design. Media. Beer. Learn more at

This professional campaign titled 'New Campaign for Zulily Takes Mom on An Epic Shopping Adventure ' was published in United States in February, 2023. It was created for the brand: Zulily, by ad agency: Baldwin&. This Digital and Experiential media campaign is related to the Fashion industry and contains 5 media assets. It was submitted about 1 year ago by Lynne Collins.


Denise Jaeschke, VP Brand Strategy & Retention Marketing
Tara Austin, Director of Brand & Integrated Customer Marketing
Rachel Brazelton, Sr. Manager Brand Marketing
Thig Gishuru, Creative Director, Brand Design
Sara Cardace, Creative Director, Copy
Margaret Waggoner, Operation Director, Creative

Mitch Bennett, Executive Creative Director
Emily Watson, Group Creative Director
Donnine Canamar, Senior Art Director
Kateri David, Copywriter
Toni Kemble, Production Coordinator
Lindsay Barnes, Senior Project Manager
Jennifer Hazelett, Director of Account Management

Janice Merlino, Principal
Katie Bergerud, VP Media Director

Production Company: Aspekt
Director: RBG6
Executive Producers: Kim Buisson & Liz Dussault
Producer: Mia Tidlund
Casting Agent – Sweden: Alexandra Valin, Valin & Casting
Casting Agent – USA: Cast Partner
DOP: Arvid Kornstrand
Still Photographer: Per Björklund
1st AD: Sina H Pour
Gaffer: Peter Kjellberg
Key Grip: Fredrik Kohansson
Set Designer: Milan Rakic
Props Master: Kim Samberg
Wardrobe: Amanda Mbalire
Hair & Makeup: Sóley Ástudóttir 

Post Production: TBD Post
Editor: Evan Linton
Asst Editor: Jessica Lund
Colorist: Brandon Thomas
Flame Artist: Kagan Durmer
Online Asst: Stefan Allen
Sound Mixer: Cory Melious 
Executive Producer: Ron Rendon
Producer: Rachel Kichler

Music House: Beatstreet
Composer: Jackson Roe
Music Supervisor: Joe Franco
VO Casting Agent: Yvelisse Reyes


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