2014 Winners & Shortlists

Brief Explanation

Harvey Nichols was experiencing a low attendance rate at their exclusive events and fashion seminars. We decided to use this opportunity to get them excited about this exclusive launch event at Harvey Nichols – Dubai.

The Brief

Give our loyal customers an exclusive opportunity to meet legendary shoe designer Gianvito Rossi in person and be one of the few to witness the launch of his new collection.

How the final design was conceived

Miniature Rossi shoeboxes were sent out to 100 VIP customers to invite them to the exclusive launch event of Gianvito Rossi's latest collection. Inside each box, recipients were encouraged to catch a sneak peek of Rossi's latest collection when they transformed the invites into origami heels.

Indication of how successful the outcome was in the market

The response rate of the Origami Invites was phenomenal with 100% of recipients immediately RSVP-ing to the exclusive event. On the day of the event, Rossi fans brought along their invites in hopes of getting it autographed by the legendary shoe designer himself. Most importantly, the invitees were purchasing the latest collection of Rossi’s heels, days before they hit the shop floor.