The Workspace of Gilian Rappaport

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For their first brand campaign, home decor brand CB2 wanted to spread brand love. The brand invited Mother Design / Mother New York to create the campaign. Understanding that more visitors to their website came from Pinterest than any other social network, we built a program rooted in community and engagement - strategically guiding Pinterest users to crowd-design an unfurnished apartment in New York using CB2 product. It became APT CB2. Over five days with the help of five influential designers, people decorated five rooms through Pinterest. The interactive campaign was simple and effective, garnering coverage in The New York Times, PSFK, Fast Company and more publications. It received awards with FWA (Mobile of the Day, Site of the Day) and Webby (Interactive Advertising, shortlist - Digital Campaign and Best Use of Online Media), and was Shortlisted at Cannes for Media. 

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Activation, community building, social media strategy and results tracking at Mother Design / Mother New York in collaboration with CB2. 

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Strategic direction: Daniel Timothy Edmundson; Research / Analytics: Gilian Rappaport; Creation direction: Mark Aver; Design Direction: Daniel Söderstedt; Copywriting: Marisa Aveling; Production: Dewi Billano