People were sick of COVID-19. Another holiday travel season was approaching, and the majority weren’t worrying about getting or sharing the virus. But cases, including severe ones, were on the rise—a pattern we’ve seen for the last 3 holiday seasons. We needed our message to breakthrough the holiday clutter and reach an already out-of-touch audience.
To reach a busy audience during some of the busiest weeks of the year, we couldn’t just “get the message out.” We needed to warm their hearts and shift their mindsets from COVID complacency to action. Ugly sweaters are woven into the fabric of the holiday season. They’re relevant, fun, and the perfect way to get noticed. We wanted each sweater to look woven, and not just type over top of an image. So, all the typography and artwork were digital “woven” by hand—stich by stich. The result is the highest possible level of craft for each bespoke design that really makes them feel wearable. The Ugly Sweater Season Campaign reminded people that COVID can get as ugly as our tacky holiday sweaters. But an oral prescription medicine is available to help keep your holidays festive.
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