2016 Winners & Shortlists

Creative Execution

Max as a brand provides clothes at the lower-end of the price range. Most people who shop in that price range do it because its what they can afford. They aspire to be fashionable, but feel its out of their price range. Max's mission is to change that. They want people to feel proud of what they wear. They want people to feel fashionable. So, they don't just produce affordable clothes, they produce fashionable ones aswell. But not any fashion. They produce fashion that reflects peoples personalities. Its fashion inspired by lifestyle.

8.5 million views on social media. 22.4 million impressions on social media. $1 million worth of media coverage. Sales grew 5% in 2 months. Subscriptions to loyalty program increased by 40%..

Fashion constantly exposes us to a glamorous world that can be quite intimidating. It makes us feel pressured to look a certain way if we want to feel fashionable. This is no more evident than in Dubai, a melting pot of the world's cultures and fashions. So, we saw it as an opportunity for Max, a popular fashion brand in the Middle East, to free people from this pressure by telling them fashion is what makes you feel comfortable. We used this message to launch Max, fashion for real people.