Sale Campaign for Au Lit Fine Linens
Au Lit Fine Linens offers beautiful and quality bed linens, with the promise they will ‘change the way you sleep’. Twice a year, the company holds their annual month-long Pillow & Duvet sale, traditionally advertised through print ads in the Globe & Mail, newsletter campaigns, in-store signage and online marketing. Appealing to a broader demographic, a pillow giveaway was offered to a lucky follower on Instagram. To promote this sale on Instagram, I created a campaign to connect a customers ‘warm and fuzzy’ feelings of bedtime moments to Au Lit Fine Linen’s products. Styling and art directing scenes of reading and enjoying cups of tea in bed, I photographed the social media coordinator, lounging in Au Lit’s luxurious pyjamas, pillows and duvets. The visual identity created — featuring simple vignettes and natural light — set the tone for the look and feel that is still being used.