2016 Winners & Shortlists

The Brief

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 it’s what they can afford. They aspire to be fashionable, but feel it’s 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 as well. But not any fashion. They produce fashion that reflects people’s personalities. It’s fashion inspired by lifestyle.

Creative Execution

We launched the message through a social experiment. We took a real woman and put her in the fashion world. But little did she know, she would have to wear the outfit in the real world. The experiment made the point that fashion is what makes you feel comfortable. Our print ads avoided stylized fashion shots and captured nothing but the beauty of reality. We used an app to give people a tool to express their opinion and make a fashion statement by creating their own magazine cover. The campaign even got the endorsement of popular Arabic singer Mohammed Assaf. Mohammed starred in our TVC to prove even celebrities are real people when they’re not on stage.

Describe the success of the promotion with both client and consumer including some quantifiable results

9.5 million views on social media. 33.5 million users reached on social media 23.2 million social media impressions Sales grew 5% in 2 months. Subscriptions to loyalty program increased by 40%.

Explain why the method of promotion was most relevant to the product or service

The campaign created content telling human stories about fashion to make the point that fashion is what makes you feel comfortable.