The Gift OFF
Nostalgic game show vibes. Glam holiday fashion. Designer gifts. Everyone wins… because it’s all up to 70% OFF!
THE ASK
To highlight value in a humorous, attention-grabbing way that cuts through the crowded holiday landscape
:30 OLV AND CTV AD
:6 HANDBAG FOCUSED PAID MEDIA AD
:6 JEWELRY FOCUSED PAID MEDIA AD
THE GOAL
To bring the thrill of scoring a prized designer deal at Saks OFF 5TH to life through humor—motivating customers to holiday shop even amid economic uncertainty
THE CREATIVE RESPONSE
This concept reimagined holiday shopping as a nostalgic game show. Playful and self-aware, it captured the excitement of winning big on style and savings, using humor to make value feel irresistible.
THE NARRATIVE
Exploring humor in the holiday narrative was a first for Saks OFF 5TH, and I confidently led the brand into this uncharted territory. Through a witty, elevated tone, the campaign positioned Saks OFF 5TH as the ultimate destination for fashion and unbeatable designer deals, featuring designer brands and luxe product offerings as examples of its style and value.
Holiday Gift Guide
The supporting gift guide campaign.
This fully integrated campaign featured assets living across video, paid media, in-store signage, organic social, email, site, app, outlet marketing and more.
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