It’s a Beautiful Thing
I remember the first time Yim and I walked into Chintz.
We talked about how much we liked what they sold and how cool it would be to have them as a client, so I handed someone a business card and told them I would really like to produce work for them. Three months later, I was asked to produce their advertising for Christmas.
As always, we came up with a positioning statement first and began work on the creative from there.
It’s a Beautiful Thing was easy to come up with… because everything in the store was.
We knew we wanted to approach the subject in a fashion that would elevate the small business to a national level, so the ads were designed to feature product with lots of white space and clever but limited copy.
Over a period of the next 12 -16 weeks, I conceived, designed, photographed, along with the help on one exceptionally talented photographer, JoAnn Richardson, wrote and placed advertisements on a national scope with full page colour ads in the Globe and Mail, National Post and other major papers in Edmonton, Vancouver, Calgary and Victoria.
At the end of their Christmas, Boxing Day and annual January Sales, their sales were up 17% over the previous year.
We did three campaigns for them and then we moved down to Belize…
It was fun. They let JoAnn and I into the store during the evening and allowed us to take whatever we wanted back to her studio, shoot it and return what we had borrowed after we were finished.
It’s a shame sometimes that I’ve discarded some of these old works.
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