Los York Brings Iconic American Brand, Garanimals, To New Generation Of Parents With ‘We Go Together’ Campaign
By Egotist / /
Let’s face it, being a parent can be really hard. That was the initial observation that led to the latest Garanimals (owned by Berkshire Hathaway and sold exclusively at Walmart stores) campaign developed by Los York.
“Parenting is an expensive, time consuming, sleep-depriving journey and in the process, you often forget who you are,” Scott Hidinger Executive Creative Director at Los York says. “But at the same time you’re counting down the days until you get through it, you’re hanging on to every single second because you know just how quickly it will all be over.”
“We felt like there wasn’t a brand in the space that was representing this reality,” Hidinger continued. “We see so many cute, cooing babies and perfect toddler moments, but what about the kids who eat sand, or cry themselves to sleep?” The campaign insight is an attempt to acknowledge the Jekyll and Hyde reality of parenting.
The campaign tagline, “we go together” is an acknowledgment that parents and kids ‘go together,’ that the Garanimals line of mix and match clothes are also designed to ‘go together’, and that Garanimals ‘goes together’ with the values of modern parenting.
Hidinger added, “Garanimals has been a fixture in our culture since the early 70s, and we’re giving them a voice for the next generation of parents.”
The work created by Los York, which has repositioned themselves as a creative company, was all developed in-house. Over the past few years, Los York has developed a reputation for reviving legacy brands. Most recently, the company relaunched the classic Motorola Razr flip phone as a luxury item.
Creative Credits:
Client: Garanimals
Project: “We Go Together” campaign
Airdate: March 2020
Agency: Los York, Los Angeles, CA
Executive Creative Officer: Scott Hidinger
Senior Copywriter: Morgan Parfrey
Senior Art Director: Anastasia Arten
Producer: Jake Hibler
Account Manager: Cindy Pound
Managing Director: Jaclyn Aronson
Designer: Jamie Van Wart
Production Company: Los York Films, Los Angeles, CA
Directors: Seth Epstein and Scott Hidinger
Managing Director: Jaclyn Aronson
Director of Photography: Sterling Adgate
Line Producer: Rebecca Rose Perkins
Producer: Jack Hibler
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