Credits

Creative Director: Dimitri Delis

Art Director: Andy Moore

Graphic Designer: Emi Diaz

Writer: Daniela Persico

Editors: Scott Sills, Valérie Marchand

Brand Strategists: Elysse Buchalter, Kathleen Beirnes, Jenn Hay, Christine Fludd, Trisha Henderson, Nikhil Khanna

Description

The objective of this project was to execute the opening of Saks Fifth Avenue in Canada and roll out a portfolio of high-end, upscale documents to complement the launch of the SaksFirst Credit Card. The campaign needed to creatively adapt the U.S. Saks marketing strategy for the Canadian market, while carefully considering the different credit marketing standards, as well as cultural and language preferences. This was a fairly complex project consisting of many elements, but despite these challenges, the results delivered above expectations.

The entire launch was a flawless execution of a large volume of work. Despite tight timelines and regulatory restraints, the campaign successfully came to market on time. Weekend application bookings vastly exceeded projections and shattered store-opening records for the entire HBC family of stores. The weekend numbers even surpassed the high record previously held by the Saks Fifth Avenue flagship store in New York City.

Judges Comments

Clean, sophisticated design. Looks very easy for the user to navigate.

– Robin Colangelo

In-House Design Awards 2016