Top Drawer Creative is trying its hand at e-commerce with the “Art of Influence Shop” that includes items created by agency staffers, family and friends.
The brainchild of Rachael Muir, creative director at Top Drawer’s Toronto office, the online shop takes its name from the agency’s mission statement, “Practice the art of influence for social good.”
Visitors to the shop can browse collections and standalone pieces, such as tea towels, throw pillows, mugs, posters and greeting cards. Half the proceeds go directly into the artist’s pocket, while the other half goes to two national charities — Handicap International and Environmental Defense.
Muir said she was inspired to launch “The Art of Influence” after checking out Portland-based Wieden+Kennedy’s online shop, “WKGoodness.” After doing a little research and finding nothing like it in Canada, she decided to give it a try.
Aside from giving staff a creative outlet outside of deadlines and limitations, Muir said the shop is an effort to simply “do some good.”
“It really fits with our mission as an agency, and the culture of the agency, to give some good back, do good things and at least not harm the world,” said Muir. “That’s hard for an ad agency sometimes because we’re seen as the big bullies who kind of rape and pillage and lie, and contribute to mass consumerism and things like that. So really it’s a kind of stepping away from that image and trying to build another image that is more creative.”
In development for nine months, Top Drawer unveiled the shop in November. In the last few weeks, it has been establishing a social presence, creating Twitter and Instagram accounts, along with a dedicated Facebook page complete with the Shopify app.
So far, all the pieces available at “The Art of Influence Shop” have been created by its Toronto-based employees, but staff from its Vancouver office are also invited to submit work. New pieces are added every few weeks, and Top Drawer will ship to anywhere in the world.
Muir added that the store was never intended to be a promotional effort on behalf of the agency, but is open to any opportunities it may bring its way.
“It’s built from us because of us, so it is always connected, but it’s not something that was built to promote the agency. If any good comes from that in terms of any fame or anything, of course it’s a great thing and beneficial to our clients, perspective clients and ourselves.”
