Gifts to Show OFF
The holiday’s go-to destination for standout gifts—for less.
THE ASK
Deliver a holiday campaign that balanced value-led promotion with brand storytelling, meeting cautious shoppers where they were.
THE RETAIL LANDSCAPE
Despite expectations of economic recovery, consumer sentiment remained cautious heading into the holiday season. Shoppers were more intentional with their spending, placing increased importance on value, meaning and thoughtful gifting. Holiday messaging needed to feel celebratory without excess, prioritizing value while remaining emotionally relevant.
THE STRATEGY
Reinforce Saks OFF 5TH as the destination for all holiday gifting and style needs by leading with clear value while preserving the warmth and personality of the brand.
The strategy centered on pairing unmistakable promotional messaging with emotional storytelling—spotlighting key holiday categories like festive dressing and giftable luxury—so the campaign could both inspire and drive consideration during a highly competitive retail moment.
THE CREATIVE RESPONSE
Set inside a cozy apartment, the hero video followed a chosen family celebrating through a playful game of White Elephant—The Gift OFF. Each exchange, brought to life through warm lighting, natural performances and a diverse cast, highlighted thoughtful gifting at great value, from luxury accessories to the coveted Saks OFF 5TH gift card—reinforcing the brand’s promise of luxury for less.
The campaign extended across a 360° holiday system, layering festive mylar textures and playful typography to keep value front and center.
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The Credits
Creative Director: Ting Ting Lee
Editorial Director: Lizzie Cheney
Design Director: Sheilini Singh
Art Director: Modi Li
Styling Director: Jacob Glaser
In collaboration with the entire Saks OF 5TH brand creative team