Take OFF
Hitting the open road for adventures in fashion (and savings) ahead
THE ASK
Deliver a campaign designed to significantly enhance brand memorability
THE STRATEGY
A year after the brand repositioning, the goal was to reinforce customer understanding of Saks OFF 5TH’s value proposition—luxury for less—while continuing to move shoppers further down the marketing funnel.
The strategy asked for brand storytelling with clear calls to action and unmistakable value messaging, ensuring the campaign not only inspired but also drove consideration.
THE NARRATIVE
This year, the narrative evolved to feel more experiential and less dependent on explicit “OFF” statements. Instead, the story was told in a subtle, backseat style—literally—through a roadside radio station that wove the Where Fashion Takes OFF world into the journey. This allowed the brand voice to feel more organic, more atmospheric and more connected to the lived moments of the road trip.
THE CREATIVE RESPONSE
The campaign followed a group of friends on a spring road trip, capturing the optimism and freedom of the season. Visuals centered on self-expression and effortless high/low styling, telling an aspirational, shoppable story along the way.
Value cues appeared organically as roadside signs featuring “Up to 70% OFF” and designer names, while subtle brand touches—like a Saks OFF 5TH license plate and shopping bag—reinforced memorability without interrupting the narrative.
Campaign Manifesto
Take OFF
Windows down. Radio up.
Friends in tow.
Let’s hit the open road.
With prolonged uncertainty in the rearview mirror, let’s take back control and take a trip of self discovery.
Let’s fearless continue our new way forward because there’s no limit to where fashion can take us.
Let’s find inspiration in unlikely places. Let’s find ourselves on an unexpected journey. There’s nothing but sky-high visions ahead.
So let’s take OFF and write our story.
Because that’s where fashion takes OFF.
This 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: Lizzie Cheney
Photo Art Director: Holly Stevenson
Video Art Director: Modi Li
Design Director: Sheilini Singh
Styling Director: Jacob Glaser
In collaboration with the entire brand creative team