Title | SM - SHOES & BAGS SALE |
Brand | FIRST ASIA REALTY |
Product / Service | SM MEGAMALL |
Category | A02. Posters |
Entrant | ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES |
Entrant Company: | ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES |
Design/Advertising Agency: | ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES |
Name | Company | Position |
---|---|---|
Andrew Petch | Ace Saatchi&Saatchi | Executive Creative Director |
Greg Martin | Ace Saatchi&Saatchi | Creative Director |
Gelo Suarez | Ace Saatchi&Saatchi | Acd |
Sara Badr | Ace Saatchi&Saatchi | Copywriter |
Ian San Gabriel | Ace Saatchi&Saatchi | Art Director |
Wesley Villarica | Ace Saatchi&Saatchi | Photographer |
Dennis Obien | Ace Saatchi&Saatchi | Producer |
Edg Samson | Ace Saatchi&Saatchi | Account Supervisor |
Mj Pena | Ace Saatchi&Saatchi | Account Manager |
Gelo Suarez | Ace Saatchi&Saatchi | Copy Writer |
SM Megamall is filled with a variety of clothes and merchandise—but this sale focuses on nothing else but shoes and bags. To single those out in announcing the sale to a market that cares about fashion is the key challenge. To get the market to come to Megamall to shop for shoes and bags is the objective.
The instruction from client was to drive awareness about “The Shoes and Bags Sale” at SM Megamall on July 9 to 15.
The ads were developed based on a singular insight: the first things a woman notices on another woman’s ensemble are her shoes and bags. With that in mind, the agency set out to craft a campaign in which every other element in the model’s ensemble would blend into the background—except the shoes and bags, grabbing the audience’s attention.
The materials attracted the attention of shoppers, enough to draw them to the site of the sale. The ads were instrumental in aiding the client aim for the targeted earnings.