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MIXED FEELINGS COLLECTION
Lazy Oaf reignites the art of the emoticon, inviting Millennials to ditch the cringe and rediscover the joy of typing feelings
PROBLEM:
Millennials feel cautious when it comes to picking through the many options of emojis to avoid looking “cringey” and feel they are over-explained.
Wear It Like You Mean It
INSIGHT:
Emoticons feel like a more simpler and more authentic way of expression compared to using emojis.
Our first ever collection inspired by emoticons
IDEA:
This campaign will reignite the art of emoticon self-expression—teaching Millennials that a perfectly typed “:-)” is still cooler than any auto-suggested emoji. Through collaborations and a playful new collection, the brand will let people engage with the imperfect ways we used to express ourselves, turning passive nostalgia into a tactile journey that feels personal, not just aesthetic. This campaign will reintroduce the joy of emoticon-era self-expression in true Lazy Oaf style: irreverent, awkward, and refreshingly human.
A clothing brand based in the UK
Role:
Art Director
Copywriter
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HAPPY COLLECTION
SILLY COLLECTION
SAD COLLECTION
Fans text Drake their favorite emoticon to get a personalized preview of Lazy Oaf’s new merch.
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Lazy Oaf teams up with Tetris to create a themed game where players can turn their in-game designs — made by connecting emoticons — into custom t-shirts.