Instacart + VMA’s

The Brief: Instacart wanted to create a buzzworthy moment on socials and in real life at the MTV Video Music Awards (VMAs) as part of their "The World Is Your Cart" campaign. The goal was to promote their brand’s playful and expansive approach to shopping by blending fashion with functionality. The campaign aimed to capture the attention of Millennials and Gen Z, align with Instacart’s collaboration with Lizzo, and generate press coverage and social media engagement.

The Solution

Partnered with Saturday Night Live comedian Chloe Fineman to debut a custom “Cart Couture” dress designed by fashion label threeASFOUR.

The dress was crafted from materials inspired by the metallic aesthetics of shopping carts and snack packaging, including holographic vinyl, holographic PU, silver nylon, metallic organza, organdy, duchess satin, and Poly-fil.

Integrated playful snack elements into the design:

  • Snack-Filled Pouches: Compartments filled with gumballs, licorice, and other treats.

  • Jelly Bean-Shaped Clutches: Custom clutches to store and share snacks.

  • Thematic Nail Art: Carrot-shaped charms on Fineman’s nails as a nod to Instacart’s logo.

Created a narrative around sneaking snacks into the VMAs, which bans outside food, emphasizing Instacart’s playful and innovative spirit.

Positioned the dress as part of Instacart’s larger campaign, which also featured Lizzo in a promotional film.

The Results

In addition to successful social metrics, it garnered significant media coverage:

  • Ad Age: Featured the campaign’s creativity and Fineman’s snack-filled dress.

  • The Independent: Highlighted the design details and its connection to Instacart’s brand messaging.

  • Glamour: Described the dress as futuristic and attention-grabbing.

  • Chloe Fineman’s presence at the VMAs generated excitement and showcased Instacart’s ability to creatively integrate their brand into unexpected spaces.

This campaign successfully blended humor, fashion, and functionality, capturing the audience's imagination while reinforcing Instacart’s innovative and playful approach to shopping.