2014 Winners & Shortlists

The Brief

We needed to get our existing customers excited about an exclusive opportunity to meet legendary shoe designer, Gianvito Rossi and be one of the first in Dubai to witness the launch of his latest collection. In the past, Harvey Nichols was experiencing low attendance rates at their fashion events so, getting our recipients to RSVP was crucial to the success of this campaign.

Creative Execution

Inside each box, recipients were encouraged to catch a sneak peek of Rossi's latest collection ahead of the event. Five unique designs based on Rossi's latest colourways were used to create the invites. Using origami folding techniques and the invites as material, recipients were encouraged to handcraft their own heels by hand, just like the legendary shoe designer. Our invites made folding fashionable, but most importantly, placed the essence of Rossi's heels in the hands of our customers.

Describe the creative solution to the brief/objective.

Gianvito Rossi is known for meticulously designing his popular heels by hand. Based on this insight, we decided to give our invitees an opportunity to handcraft their very own heels using our invite. We transformed traditional invites into highly memorable pieces of communication. 100 miniature Gianvito Rossi shoe boxes were sent out to VIP customers inviting them to the event. Our projected response rate was 50%.

Results

The response rate of the invites was phenomenal with 100% of the invited recipients RSVP-ing to the exclusive event. On the day of the event, shoe fans brought along their invites in hopes of getting them 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.