Hill Potters Guild
The Idea
We started with what makes pottery so satisfying. There’s the anticipation at the wheel, the tension as you shape the clay and the release when it takes form. The more we looked at it, the more the parallels with sex became impossible to ignore. So we made that connection with the campaign. OnlyFans gave us the perfect platform to push it further, using the language of steamy creator content to show pottery as physical, playful and satisfying.
Where the Audience is Headed
A
Looking for ways to slow down and make something.
Younger audiences are looking for experiences that get them away from screens and into the real world. Pottery offers creativity, focus and the satisfaction of making something with your hands, but those benefits weren’t reaching this audience.
Where the Brand is Headed
B
Bringing a 60-year-old pottery guild to a new audience.
The Hill Potters Guild has been part of Richmond Hill’s arts community for decades, but awareness was largely limited to people already interested in ceramics. The opportunity was to give the Guild a more unexpected voice and introduce pottery to people who might never have considered it.
Where Culture is Headed
C
We’re rediscovering the pleasure of physical experiences.
As more of life moves online, there’s a growing appetite for activities that are physical, social and tangible. There’s something deeply satisfying about making things with your hands. Pottery is tactile, physical and immersive. You feel the clay, work it, shape it and watch something emerge. That physicality is part of what makes ceramics so compelling, but it’s rarely how the craft is presented.
THE Destination
D
A Richmond Hill pottery guild became a global story.
1.
50M impressions.
2.
$5M in earned media.
3.
International media coverage.
