Brief Explanation

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 Brief

The instruction from client was to drive awareness about “The Shoes and Bags Sale” at SM Megamall on July 9 to 15.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.