Adventures in up to 70% OFF
A cheeky fairytale set in a whimsical and fantastical “OFF” fashion world—where savings and up to 70% OFF reign supreme.
THE ASK
Expand the appeal of Saks OFF 5TH’s Where Fashion Takes OFF world to a broader audience
THE RETAIL LANDSCAPE
According to Business of Fashion and other sources, the luxury consumer was trading down during this time. The economy still hadn’t rebounded as expected and consumers were being extra conservative with their money.
THE GOAL
Open up the youthful, whimsical world of Where Fashion Takes OFF to a more age-inclusive and deal-conscious audience while continuing to make the brand’s promise of up to 70% OFF the continued heroine.
THE CREATIVE RESPONSE
The narrative brought us into Saks OFF 5TH land—a fantastical place where designer deals reign supreme. With playful and bold visuals, a cheeky storyline and age-inclusive casting, the campaign reinforced the brand’s value in a fun, engaging and accessible way for shoppers of all ages while continuing to iterate on the whimsical and self-expressive world Saks OFF 5TH was known for.
A fully integrated campaign featured assets living across video, paid media, in-store signage, organic social, email, site, app, outlet marketing and more.
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Behind the Scenes
The Credits
Creative Director: Ting Ting Lee
Editorial Director (& Big Idea Birther): Lizzie Cheney
Art Director: Modi Li
Design Director: Sheilini Singh
Styling Director: Jacob Glaser
In collaboration with the entire Saks OFF 5TH brand creative team