Swingit 2024
Case Study
How storytelling supercharged Swingit’s busy season
Consumer Goods Retail
the challenge
From sprawling suburban playscapes to cramped urban backyards, Swingit’s market of buyers was ever-expanding. But what set them apart stayed steady: their custom approach to each and every set.
The challenge was to bring that point home for potential buyers everywhere.
what was their next?
We began by analyzing: What was the greatest advantage of Swingit’s custom approach — no matter a family’s location, income, or size?
Every family is unique, with its very own mix of precocious personalities. By offering custom configurations, Swingit was able to engage everyone’s play styles.
The campaign’s tagline, “For every fun,” anchored Swingit’s core promise.
We built Swingit’s campaign on a bank of delightful stories, each featuring two distinct personalities paired against each other for maximum mischief and impact: A rambunctious monkey and his bookworm brother. A toddler and a teen. Ringleader and follower. Sugar and spice.
Candid photography took advantage of unexpected perspective and dramatic angles to break the fourth wall, capturing action-in-motion that would leap off the page.
the process
Across digital, each story came to life in full, untempered action, fun, and delight.
In print, each ad perfectly encapsulated a moment of connection and joy between the main characters.
A custom jingle tied the entire campaign together in a perfect, memorable bow.
the results
A storytelling approach and relatable characters made for an emotional, joyful campaign that stood out in a crowded ad space.
Swingit experienced a surge in inquiries during their busy season, with sales associates noting that customers were referencing specific ads when discussing their purchase decisions
And by campaign’s end, Swingit had successfully reinforced their brand as a leader in custom-designed play experiences.