Brief

An end of life retail promotion that targeted people walking into retailers that stocked Samsung refrigerators. This Sale aimed to get retailers to pass on the Samsung bulk buy discounts to their customers. Often Samsung would offer discounts on stock and the retailers would not pass on savings to customers, instead pocket the difference.

Concepts
Art Direction
Graphic Design
Digital Design
Retail Toolkit
Digital Executions

Insight

Majority of retail promotions are stark and not engaging enough for customers to get involved and purchase. A rinse and repeat strategy is usually applied. The market is inundated with generic retail campaigns that shout at customers, not persuade them to purchase.

Initial concepts

Creative

The team and I had a simple solution; Make fridges sexy again. We wanted customers to covet the products they were looking at. A feeling of desire and excitement.

I Art Directed this piece with a story in mind of how these fridges would be perceived. I wanted to create a premium environment that intrigued and drew people in. Working alongside the copywriter, I created a visual inspired from other premium alcohol /footwear brands.

Below are some of the initial rounds of the campaign creative. I chose a type treatment that showed shattered ice flying away from the lock-up.