The Imperfect Gift
The perfectly imperfect campaign
glassybaby is a purpose-driven organization that crafts hand-blown votives and drinkware. They came to Catalysis looking for a brand campaign that would introduce glassybaby to new markets as an every-occasion gift – a meaningful gift that also gives back ($3 of every sale goes to charities).
How could we lean into a more inspired gift choice that’s better than the typical flowers and chocolates? After developing a messaging framework around the many rituals – and struggles – that come with gifting, we saw our opportunity.
We all know that finding the perfect gift is an impossible feat, so maybe if glassybaby could align their product as an empathetic, imperfect solution (because every hand-blown piece is one of a kind) then why not own imperfection? Imperfect gifting, meet the imperfect gift.
Based off our concept, we created a campaign toolkit complete with templates for social ads, print, out-of-home media, and identity guidelines. This solution gave glassybaby’s in-house marketing team the tools they needed to quickly evolve the concept at a price they could afford.