Kids say and do the funniest things, and nowadays that often creates an opportunity for a parent to post it on social media. Fruit of the Loom is mining this rich source of humor for its back-to-school campaign this year.
For one part of the campaign, by Crispin Porter & Bogusky, the brand is turning ridiculous/cute comments from real kids into hand-stitched, decorative pillows. The "Pillows for Posterity" feature comments sourced from parents on social media. Gems include "You have a mustache so I'm going to bed early tonight" and "Dad, you have mommy lips." Those interested in their own personalized pillow have the opportunity to leave a quote from their kid on the Fruit of the Loom's Facebook page, where the brand will pick the funniest submissions to be made by hand.
Another part of the campaign turns examples of funny notes from teachers to parents into adorable animations. For example, there's the boy who got a nacho in his eye, the little girl with a worm in her pocket and the one whose friend ate her lip balm. The animations, by directors Tulips & Chimneys via Strange Beast, give the one-line notes fun back stories full of imagination.