WHEN BOYDS PHILADELPHIA PARTNERED WITH FRIDAY SATURDAY SUNDAY, WE CREATED CONNECTIONS FOR LIFE.
OBJECTIVE
Boyds wanted to establish a deeper connection with its community while extending the reach of its “For Life.” brand ethos. The goal was twofold: first, to partner with like-minded brands and audiences, and second, to create engaging top-of-funnel content to introduce new customers to the Boyds story.
SOLUTION
To achieve these objectives, we developed a campaign anchored by a new video series, “Friends. For Life.” Hosted by Andrew Gushner, this series brought the Boyds ethos to life through engaging conversations with notable figures in the Philadelphia community. For the inaugural episode, we collaborated with the owners of Friday Saturday Sunday, a celebrated restaurant in the city. Through their stories, we explored the pillars the brand has in common with Boyds—craftsmanship, culture, and enduring relationships—and how these elements resonate with the community at large.
OUR PROCESS
- Concept Development: We began by brainstorming ways to authentically connect Boyds with its audience. Inspired by the brand’s “For Life.” vision, we envisioned a series that would spotlight enduring connections in Philadelphia through fashion, food, and culture.
- Collaboration: Working closely with the Boyds team and the creative minds behind Friday Saturday Sunday was integral. Together, we fine-tuned the themes and aesthetic direction of the series to ensure cohesion and maximize impact.
- Production: The “Friends. For Life.” series was shot on-location at Friday Saturday Sunday, combining lifestyle interviews with styled product visuals. This dual-purpose shoot yielded content that felt both aspirational and approachable.
RESULTS
The “Friends. For Life.” series successfully introduced a new narrative format for Boyds, deepening connections with its audience and reinforcing its commitment to community. By uniting fashion and local culture, the campaign elevated Boyds’ presence as a brand that’s not just about clothing but about creating connections—for life.
This campaign exemplified how strategic storytelling and creative collaboration can forge meaningful connections between a brand and its community, leaving a lasting impression that’s unmistakably Boyds.
