Brand | STARCO FASHION GROUP |
Product/Service | WOZ FOOTWEAR |
Entrant | Y&R DUBAI, UNITED ARAB EMIRATES |
Category | Posters |
Entrant Company
|
Y&R DUBAI, UNITED ARAB EMIRATES
|
Advertising Agency
|
Y&R DUBAI, UNITED ARAB EMIRATES
|
Brief Explanation
The solution needed to be simple and striking while treating the product as the hero of the ad. It
also needed to raise awareness about Woz as a shoe brand, within a limited budget.
The Brief
In a market cluttered with countless luxury brands and designers, Woz wanted to stand out and
promote their new collection of handcrafted leather footwear to customers with a campaign that
broke the norm of typical fashion ads.
How the final design was conceived
For fashionistas, envy is a common feeling that runs through the mind of anyone who isn't
wearing the latest collection. So we took the idea of envy further by depicting people's thoughts
about the new Woz collection as pictorial comments, playing on the growing popularity of social
media comments used today.
We surrounded the most sought after items from the new collection with brightly coloured
comment bubbles to compliment their collection of bright and vibrant shoes. Each bubble
contains a small visual metaphor for a common remark one would hear from someone who
envies the shoes.
Indication of how successful the outcome was in the market
Footfall to the store increased by 27%, while sales of shoes from the new collection went up by 14%.
Woz is an Italian shoe brand that first opened its doors to clients in Dubai in 2012. Built on a reputation of stylish footwear rooted in superior quality, Woz needed to speak to consumers in the UAE, that were already used to very high standards of fashion. To speak to the people who had seen it all, we had to create a campaign that not only stood out on its own, but also showed consumers how Woz shoes could help them stand out too.
Credits
Shahir Zag |
Y&R Dubai |
Chief Creative Officer |
Shahir Zag |
Y&R Dubai |
Creative Director |
Kalpesh Patankar |
Y&R Dubai |
Executive Creative Director/Creative Director |
Shahir Zag |
Y&R Dubai |
Copywriter |
Kalpesh Patankar |
Y&R Dubai |
Art Director |
Carl Ghossoub |
Y&R Dubai |
Account Executive |
Nazek Fawaz |
Y&R Dubai |
Account Director |
Tejal Patni |
|
Photographer |
Madhup Agarwal |
Take One Productions |
Executive Producer |
Gitten Tom |
Y&R Dubai |
Retoucher |
Fawzi Alhinnawi |
Starco Fashion Group |
Ceo/Partner |