Creative Brief

DLR Group's holiday message is not about sharing what we do but why do it: to bring people together. It's in our brand promise – elevate the human experience through design. So, what does bring people together?

Food, loved ones, and an activity.

We started our brainstorming in July. Inspiration struck one night when we saw an Instagram REEL from the Van Gogh Museum of the painter's famous, "Bedroom in Arles" being piped as a cookie tableau. It was then that the concept to translate our designs into cookie form - with a giveaway as a critical component - formed. The goal was to support friends/family coming together to create. So, we developed three cookie decorating kits (with custom cookie cutters that were 3D printed in-house) to give away, bringing design to our followers' tables and subtly bridging the gap between the general public and the design industry. 

We encountered a variety of new challenges with this campaign, but it also let us showcase various design capabilities (3D printing, packaging, and more). Additionally, we made a major tactical shift: a complete social media campaign, where in the past we'd drive users to our website.

Over four months we planned and executed an unprecedented campaign for DLR Group. And it paid off. Our REEL gained traction fast, reaching a quarter million views in the first 24 hours. After hundreds of entries, we sent kits to new followers throughout the United States and Australia, proving a truly global reach.