Chick-fil-A came to us with a new challenge: How does the most caring company in the world help spread holiday joy in a meaningful yet non-material way? Which was tough, because we found that 1 in 3 Americans were feeling holiday burnout before the holidays had even begun. But the further we looked, we also found that for 93% of Americans, quality time together during the holidays is the most important thing.
With that data point burning in our brains, we set out to flip the script on the holidays and let people know that this holiday season the most important gift is the gift of time. So, to launch it into the world, we created a store where the only thing you could buy were pledges of time spent with the ones you love.
Introducing “The Time Shop”
To kick things off, we partnered with Psyop Studios to create a 2 minute film introducing “The Time Shop” showcasing what the gift of time really meant and introducing a new set of holiday fan favorites. The film debuted on Thanksgiving day with a 2 minute buy during the Macy’s Day Parade.
The Time Shop Film
The Time Shop Website
Working with the CFA branding and pulling in thematic design elements of time and the holidays we created TheTimeShop.com inside the Chick-fil-A website. Here customers could fill out their time cards, get suggestions for time given and even RSVP for the IRL Time Shop experience in SOHO. All completely free.
The final card design with premium card stock and gold leafed foil.
#thetimeshop
We used Chick-fil-A’s social networks as well as franchisees and super guests (they don’t say fans) to spread the word around the film and the website to order your own card.
The Time Shop Experience
With the site and film live, we went one step further and really encouraged people to take the time to be together. For two weeks, we converted a 4500 square foot space in SOHO into a real-life Time Shop. Guests could get classic holiday books read to them buy professional book readers (yes it’s a real job), enjoy peppermint shakes, explore our wall of clocks, play in a winter wonderland and of course fill out time cards for loved ones with the help of calligraphers.
Initial Renderings/Sketches
