Embrace the aftercraft.

JOANN is an American retailer specializing in fabrics and craft supplies.

JOANN should connect with the growing demographic of Gen-Z crafters as they enter the market to increase brand awareness.

Gen-Z started crafting more as a result of the pandemic, and craft nights are a trending social event among the demographic.

Like a crazy party, craft nights can cause some serious aftermath aftercraft.

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JOANN will encourage users to share their finished crafts followed by the #Aftercraft of their projects.

Chosen based on the level of mess their crafts created, as well as the quality of their projects, winners will be featured on the official instagram and receive free craft supplies for a year.

Art Director: Craftswoman Katherine Bigunac