Permission to Land
Parachute [Spec]
Challenge: Parachute, a brand known for its luxurious yet grounded essentials, wanted to deepen its emotional resonance with consumers.
Insight: Modern culture glorifies hustle, making rest feel earned, or worse, indulgent. What people truly crave isn’t just comfort, but permission to slow down without guilt.
Idea: Permission to Land: Hustle culture makes it hard to call it a day. And that makes every day hard. Parachute becomes the voice who gives permission. So go ahead, pull the chord: Your pad is waiting.
Incoming: You
The campaign extends to social with a series of carousels showcasing all the other products and accessories available to help consumers crash in comfort.
Pad Your Pad
Light read? Scented candle? Perfectly positioned pillow to prop up the day’s last doom scroll? Whatever you need to wind down, we want to see. How do you #padyourpad?
