merit
PROBLEM/BRIEF
The handcrafted e-commerce world is getting pretty crowded, with big names like Etsy claiming to offer handmade goods—though that’s not always the case. That, and the industry was losing focus on the creators themselves.
SOLUTION
Enter MakerPlace by Michaels—a new player tackling what the big guys overlook: fair pay for sellers and makers, and a genuine respect for handmade creations.
WHY THE MUSIC FITS
And when you're talking about respect, the choice of song is obvious: “Respect,” made famous by Aretha Franklin. The MakerPlace team recreated the song with a cast of handmade puppets representing the pillows, bags, candles, and socks featured on the site.
RESULTS
The campaign generated huge buzz for MakerPlace and was the first time in history “Respect” was ever performed by a crocheted chicken.
