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Kipling
The Make Happy Movement
Make Happy SF
The Story
by Brianne Farrar, Copywriter

How do you make a tagline a national movement? At Swirl, we grab some glitter, hit the streets, and set out to spread happiness around the world.

In the summer of 2014, Swirl began its work with Kipling, an iconic handbag and accessories brand known for its bright prints, fun colors, and monkey key chains. As the fastest-growing brand within the VF Corporation, Kipling had an opportunity to increase their brand awareness—so they came to Swirl to make it happen.

Their tagline, “Make Happy,” permeates everything they do. For Kipling, it isn’t simply a tagline—it’s at the core of the brand. We lived and breathed that line, and let it inspire us to create a series of nationwide activations all with one goal: to make people happy.

We started in San Francisco, our own backyard. Kipling had just opened a local brick-and-mortar store—and we saw an opportunity to transform it into a bright, cheerful beacon of happiness in the heart of downtown San Francisco. We let that happiness spread from the store to the entire city block for a daylong event activation called Make Happy SF.

We introduced ourselves to our new neighbors by delivering dozens of cupcakes to office buildings, handed out flowers to brighten up a busy lunch rush, and gave busy BART riders a coffee, a Clipper Card, and a reason to smile during their commute. Plus we rewarded a few lucky Kipling fans who make happy in the community with surprise gifts inspired by their passions. Everything we did brought a little happiness to those around us.

we saw an opportunity to transform it into a bright, cheerful beacon of happiness in the heart of downtown San Francisco.
Window Display
Happy Street Team