Teens have dreams that stay with them forever – even if growing up means growing into something else. Bags and accessories brand, Very Bradley, and agency, Callen, have captured the joy of the teenage dreamer with a humorous short film starring 2000s heart-throb Devon Sawa in addition to OTT and social posts.
Inspired by real aughts-era fan fiction, the partners present a dramatised teenage dream to remind millennial and Gen Z women that it’s never too late to reconnect with their inner dreamer. The film follows Mulrooney, Vera Bradley tote in tow, as she’s dumped by her high school boyfriend, only to be comforted by none other than her celebrity crush, Devon Sawa. Spoiler alert: the two end up falling in love. Sawa, brings charm, wit, and just the right amount of nostalgia to what can only be described as a millennial dream come true.
Most Perfect Couple aims to reignite cultural relevance and emotional connection for Vera Bradley with its audience
The campaign is running across socials and is the first work from Vera Bradley’s partnership with Callen, that commenced six months ago.
“We were thrilled to see the renaissance of Vera Bradley across places like TikTok and Instagram, with content that underscores girlhood as a time when you are championed for being yourself, having fun, and going with your gut,” stated Alison Hiatt, CMO at Vera Bradley. “Callen understood that nostalgia and brought it to life in a fresh, modern way through this new campaign. We couldn’t be happier with the result.”
“Our goal here was to harness the nostalgia around Vera Bradley to cultivate contemporary cultural relevance,” said Craig Allen, founder and CCO at Callen. “To be a part of Vera Bradley is to be an advocate of joy. This campaign taps into the beloved bag brand’s spirit in a way that’s playful, and, we hope, unforgettable for the women who grew up with it.”
Credits:
Client: Vera Bradley
CMO: Alison Hiatt
Director, Brand Strategy: Nikki Yoerg
Agency: CALLEN
Founder, CCO: Craig Allen
Creative Directors: Casey Rand & Jaclyn Crowley
Group Brand Director: Courtney LeBlanc
Senior Strategy Director: Cristina Pansolini
Senior Creative Strategist: Carla Lozano
Junior Strategist: Leah Smith
Assistant Account Manager: Anna Wesley Dubach
Media Agency: Belardi Wong
Influencer Management Agency: Birdie
