A campaign celebrating the character of independent businesses.
Faire is a wholesale platform that simplifies how unique brands and retailers grow together – connecting over 100,000 brands with the largest network of independent retailers across the globe.
With a series of important trade shows on the horizon, the company wanted to communicate a deeper, more meaningful message to new and target audiences.
We created a campaign concept that tapped into the pride and independent spirit that fuels small businesses and enriches local communities. This was brought to life in an OOH campaign centering the wide and wonderful range of unique perspectives within the Faire community.
My Role: Creative Direction, Senior Art Direction
Studio: Anyways Creative
Client: Faire
Impactful slogans have always been part of the vocabulary of small business and communities. We looked to them as inspiration, and issued a bold rallying cry to small businesses – showing that Faire stands with them and their values.
Each slogan was tailored to the accompanying retailer and their portrait to emphasise the uniqueness of their point of view, while retaining the shared mission: keeping the distinctive charm of local neighbourhoods alive.
We curated a cast of 6 retailers and brands from a list of over 500 small businesses that encompassed the breadth of products and styles that Faire caters for. Each of the 6 businesses brings something unique to their local community, embodying our campaign message of that small business spirit and pride.
They were photographed for the campaign by Shana Jade Trajanoska & Will Nielsen in the US and Ollie Adegboye in the UK. The portraits, shot in their stores or studios, showcased the pride and personality of each business owner.
Our OOH campaign ran internationally across the US, Europe and the UK at small business trade shows. We worked with Kaam Kaaj to create a colourful, bold, and punchy system paired with authentic portraits highlighting the unique qualities of Faire’s community.
We provided our partners at Faire with a robust set of design, tone of voice and messaging guidelines that allowed them to bring the campaign to life across a range of media and OOH.
We designed a suite of graphic stickers and tags to include on our OOH designs, acting as bespoke captions for each featured business. The designs were inspired by the visual vernacular of retail and the business themselves, referencing price labels, swing tags and fruit stickers.
Working with director Joe Ridout, we created a series of campaign films that told the story of 4 of our featured businesses. Living on paid and organic social, they brought to life Faire's mission of strengthening the unique character of local communities.