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 parental humor for its back-to-school campaign this year.
One part of the campaign, by Crispin Porter & Bogusky, 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 (as seen here), 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.
In another aspect to the campaign, 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; 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.