Household Items Became Art Installations in This Instagram-Friendly Campaign for HomeGoods

McCann New York built three displays across the country

HomeGoods

A sprawling collection of mirrors meticulously arranged in the desert can make for some pretty striking reflections—and good Instagram fodder.

That’s the kind of thinking behind a fun recent campaign from furniture retailer HomeGoods and agency McCann New York. The agency used a wide range of home decor objects from the store to create visually striking installations in three parts of the country. The displays were meant to evoke the feeling of exploration when shop at the well-stocked discount chain.

A few dozen lamps glow against the New York City skyline. A wall of empty picture frames rises on a lawn overlooking Austin, Texas. And hundreds of mirrors, in different shapes and sizes lie on the ground in the Valley of Fire State Park in Nevada, snaking through the dry earth and past shrubs like a river the color of a clear blue sky.

McCann NY
McCann NY

At each location, signs encouraged visitors and passersby to explore the installations and snap photos of their own. “Which pieces speak to you?” asks the copy at the Nevada location. “How will they inspire your next design adventure?” The campaign tagline is itself a hashtag: “#GoFinding.”

McCann NY

The three installations ran on a staggered schedule from May 5 through May 31, and garnered some attention on social media, including paid posts with influencers like Austin food blogger @atasteofkoko:

https://www.instagram.com/p/BixIzWkB62X/
https://www.instagram.com/p/BjEGR7WDqh1/
https://www.instagram.com/p/BjKr5KWAj4A/

The best commentary, though, may be a callback to the 2004 comedy “Anchorman” from photographer Timothy McGurr, a.k.a. @13thwitness, on a shot of the New York City skyline: “I love lamp.”

CREDITS:
McCann New York
Co-Chief Creative Officers: Tom Murphy & Sean Bryan
Creative Directors: Erin Wendel & Lauren McCrindle
Associate Creative Directors: Lizzie Wilson , Tali Gumbiner & Neil Ramanan
AD & CW: Sanay Lemus & Kinzie Buckley
AD& CW: Eric Aragon & Jack Deligter
Chief Production Officer: Nathy Aviram
SVP Executive Producer: Innovation: Christine Lane
Innovation Producer: Phoebe Chao
Senior Content Creator: Eric Perini
Makers: Brett Berman & Aude Cuenod
EVP Co Head Business Leadership: Neil Frauenglass
SVP Group Account Director: Laura Decker
Account Supervisor: Chloe Scutt
Assistant Account Executive: Destanee Bonds
SVP Strategy Director: Eldad Heilweil & Sam Chotiner
Strategy Director: Danielle Noto
Senior Strategist: Rachel Aronson
Associate Strategist: Erin Moldovan
SVP Director Business Affairs: Wilmien Blake
Business Manager: Madeline McCarty
Project Manager: Teresa Mitchell
Director of Photography: Jack Shanahan
Senior Editor: Andrew Aldridge
Director of Photography/Camera Operator: Jared Deer
Photo Assistant/Digital Tech: Zoran Jelenic


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@GabrielBeltrone gabriel.beltrone@gmail.com Gabriel Beltrone is a frequent contributor to Adweek.
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