| Title | THE ART OF LIGHT |
| Brand | XTRA FURNITURE |
| Product / Service | LIMITED EDITION GIFT |
| Category | A03. Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards |
| Entrant | McCANN ERICKSON Petaling Jaya, MALAYSIA |
| Entrant Company: | McCANN ERICKSON Petaling Jaya, MALAYSIA |
| Design/Advertising Agency: | McCANN ERICKSON Petaling Jaya, MALAYSIA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Kam Wei Fong | McCann Erickson (m) Sdn Bhd | Art Director |
| Samantha Hepburn | McCann Erickson (m) Sdn Bhd | Copywriter |
| Hwa | McCann Erickson (m) Sdn Bhd | Deputy Chairman/Ecd |
| Szu Hung Lee | McCann Erickson (m) Sdn Bhd | Deputy Chairman/Ecd |
| Andrew Pinto | McCann Erickson (m) Sdn Bhd | Brand Director |
| Ben Chew | McCann Erickson (m) Sdn Bhd | Client Service Director |
| Ming Yeo Ho | Untold Images | Photographer |
| Jimmy Ong | McCann Erickson (m) Sdn Bhd | Print Producer |
Xtra’s regular customers are people who not only have high disposable incomes; they are also in-tune with design aesthetics. So, how do you please someone who already has much of what premium designer furniture can offer?
Lighting and furniture retailer, Xtra, wanted a special way to thank their regular customers, and to remind them what made them so loyal in the first place.
We sent them a special edition lighting piece, with a letter of appreciation and assembly instructions. Inspired by minimalism and architecture, the design showcases light at its most beautiful. But more importantly, it engaged customers in a unique way, by allowing them to assemble and form their own designer item.
The gift helped sustain Xtra’s brand image, keeping them profitable despite 2008’s uncertain economic times. As a result, they opened a larger, more lavish showroom in January.