Ad Agency Martin Receives Adweek's 2020 title of U.S. Agency of the Year
Old Navy's recent charitable effort has proven to be a resounding success, both in terms of its impact on the community and its positive effects on the brand's sales. The installation, made entirely of Old Navy clothes, was created locally as part of a unique and visually appealing promotion.
The idea for the installation was proposed by The Martin Agency, who secured a client win with Old Navy in February 2020. The proposal involved hiring a local artist to create a massive installation from Old Navy clothing. Unfortunately, the name of the artist remains undisclosed in the provided search results.
The time-lapse video of the installation's creation became one of Old Navy's best-performing ads to date, capturing the attention of viewers and driving sales. The installation was created as a way to promote Old Navy's charitable effort of donating $30 million worth of clothing to families in need.
According to Jamie Gersch, Old Navy's chief marketing officer, the charitable effort and the promotion were successful. The installation served as a testament to the power of creativity and community spirit, showcasing the potential of Old Navy's clothes in unexpected ways.
However, the campaign idea that won the pitch for Martin was shelved due to Old Navy's store closures caused by the Covid-19 pandemic. Despite this setback, the success of the charitable effort and the promotion boosted the relationship between Old Navy and The Martin Agency.
Old Navy's charitable effort, combined with the successful promotion, has not only made a significant impact on the community but also strengthened the bond between Old Navy and The Martin Agency. As the world continues to navigate the challenges posed by the pandemic, it's inspiring to see brands like Old Navy stepping up to make a difference.
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