The Challenge: Get People to Use More Felt.
The Insight: People aren't conscious of felt's use in their products, even though it is everywhere in everyday objects, and that's why they aren't particularly motivated to use felt over other fabrics.
The Creative Concept: The "Let It Be Felt" campaign ties feelings into felt crafts and the felt that's present in everyday objects, so that parents and adults will become consciously aware of its practicality and versatility, and be inspired to use more felt.
Bonus: "Felt" as a double entendre that fits right into my creative approach: access human emotion.
