Zola: The Love Post

Collaboration With Creative Agencies, Brief Writing, Internal Campaign Management, Copy Direction, Experiential

To drive awareness of Zola’s new Invites + Paper business, Zola partnered with Noble People and Rebel & Rogue on a charming three-part Pride campaign in San Francisco, a key market with a vibrant LGBTQIA community. At West Coast Craft, Zola built out a full post office, complete with a community board and cheeky fliers, where the public could write a love note to anyone in the world, and Zola shipped it for free. There were prompts available, as well as poets, a calligrapher, and a mini note photo booth. Participants could even include an RSVP card and envelope, so their recipients could write back. Zola then turned a selection of the notes into OOH ads along the world-renowned San Francisco Pride Parade route, as well as the city’s metros, blanketing the city in love. I contributed copy and messaging in partnership with Amanda Glickman and The Working Assembly.

THE LEAD-UP

In addition to emailing its Bay Area file, Zola designed a couple guerilla marketing assets to stir up excitement in local San Francisco coffee shops and bars.

THE ACTIVATION

Though it was the hottest day the city had seen in years, thousands showed up to West Coast Craft’s two-day event. The Zola Post held a prime, central spot in Fort Mason Center surrounded by jewelry designers, boutique fashion brands, and artists. I, too, donned a blue jumpsuit and invited people inside our white picket fence, even holding a man’s baby while he wrote a note to his loved one. That’s dedication… and it was just a really cute baby.

THE ADS

The tagline referenced Zola being a champion of LGBTQIA love all year round — not just one month of the year.