Michaels: Mobilizing Michaels To Deliver For Its Makers

Michaels, an arts and crafts company, supported its US customers in their arts endeavours during the COVID-19 lockdown, despite its stores being closed.

Campaign details

Brand: MichaelsAdvertiser: The Michaels Companies / The Blackstone GroupAgency: Zeno Group

Challenge

With the coronavirus and lockdowns sweeping the world, businesses were quickly divided into "nonessential" and "essential" services. Given the stress relieving benefits of arts and crafts, Michaels deemed its stores to be an essential service and pushed to keep them open. That decision was met with backlash from negative coverage in the press to criticism from its own employees. Our challenge was to bring Michaels' brand purpose to life of "Proving We're Here For The Makers", and to support the business...

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