linear, Merchandizing
Thanks to the so-called ‘Sunday scaries’, the end of the weekend can be pretty anxiety inducing— striking (statistically) at exactly the same time: 3:58pm. This fall campaign gives Instacart a reason to own the Sunday shop, by taking down Sunday scaries, one grocery shop at a time. For one less Sunday scary. We’re Here.
ECD Taylor Erin
GCD Jess Guy / Megan Tuohy
PRODUCER Anju Purushot
DESIGN Explorer’s Club Studio
sunday scaries
linear films
These films aired during the year’s most intense Sundays: fall, when the days start getting shorter, coinciding with the NFL season, when viewers are trying to make the most of their Sundays.
The campaign leans into camp horror monster tropes, brought to life by Legacy Effects (The Mandalorian) and starring bespoke ‘Sunday Scaries’ like moldy lunchboxes, snack monsters and dirty laundry piles. The clock strikes 3:58 p.m. at the beginning of each spot – exactly when studies show Sunday anxiety peaks.
design system
We carried the camp horror aesthetic through our super design, then built a consistent toolkit to be used throughout the fall season. This work was applied to partnerships with Uber Eats and Spirit Halloween.
