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CHALLENGE 

Kavin’s Hats was a personal project for the Creative Director of Paper Napkin Marketing, Todd Murray. His younger brother, Kavin, is living with cerebral palsy and often spends weekends with his big brother, Todd. As part of the effort to keep Kavin engaged they would head to the nearest craft store to pick up craft paper, stickers, feathers, and lots of glue. The basket of goodies would be transformed into hats. What started out as one hat quickly turned into a closet full of fun and unique Kavin’s Hats. What to do with all those hats?

SOLUTION

Kavin is an avid sports lover and can be found on any given Saturday afternoon watching football, basketball, baseball or car racing. Todd decided instead of letting the hats collect dust or end up in the trash the hats could bring a smile to the face of others and raise money for one of his favorite organizations, Special Olympics. Kavin’s Hats was an opportunity for family, friends, and neighbors to receive a one-of-a-kind hat and the funds for the hat(s) were donated to Special Olympics.

Paper Napkin Marketing provided Kavin’s Hats with the following marketing services:

  • Developed the concept and worked with Kavin to construct hats.

  • Developed a processing and ordering system, as well as mailing to interested donors a requested Kavin’s Hat.

  • Developed the logo and marketing collateral.

  • Developed and managed social media channels, including a social media calendar.

 

 
 

THE WORK

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THE MAKING OF THE CAMPAIGN

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