BOYDS Philadelphia
The iconic Philadelphia fashion retailer, Boyds recently celebrated 85 years in business. To commemorate this milestone, Boyds enlisted our help in developing a comprehensive anniversary campaign that would both honor its long history and look ahead to its future.
Our campaign concept "Boyds. For Life." paid respect to the company's remarkable legacy spanning four generations of family ownership, while also speaking to its commitment to serving clients for life's every occasion. Creative elements drew inspiration from Boyds' roster of loyal legacy clients yet welcomed new generations of customers.
The multi-channel campaign utilized outdoor advertising, striking in-store window displays, engaging social media content, broadcast spots, and direct mail. Together these touched on Boyds' heritage and traditions while positioning the brand for continued success over its next 85 years in fashion.
Awards + Press
“Our 85 Story”
In celebration of their 85th anniversary, we took a look at the history and future of Boyds with their long-standing employees and clients.
Luxurious ASMR
To help Boyds capture attention on social media, we created a series of ASMR videos that capture some of those special moments at the store.
Credits
Agency: Defy
Creative Director: Karolina Davis
Design: Karolina Davis + Erin McKnight
Copywriter: Evan Wickersham