CHALLENGE: As a department store, Hudson’s Bay’s strength is being a one-stop-shop for big shopping events like Back to School; however, the products HBC advertises always speak more to convenience for parents rather than enjoyment for kids. Even though parents do the shopping and prioritize convenience, we know that the opinion of their kids can make or break the success of their Back to School shopping.

SOLUTION: Focusing on appealing to kids and parents in our campaign was a new and exciting approach for Hudson’s Bay. While we ensured that our robust product offering was always top of mind, we took a more playful approach to this campaign’s look and feel, leaning into then-trending Y2K visuals. We partnered with Zoe Yu in our campaign photography, a Toronto tween influencer and content creator that walked in Toronto Kid’s Fashion Week 2022, giving our campaign some youthful cachet.

RESULT: By leaning into trending visuals, having fun with social content, and incorporating an overall playful feel into this campaign, we contributed to Hudson’s Bay’s goal of expanding their customer demographic by communicating to parents and kids that HBC has everything they need AND want.