The retail industry, especially the fashion industry, due to new technology, along with the fickle buying habits of customers, is finding it hard to survive. Compounding this is the fact that retailers believe they know their customers really well. Truth is, they really don’t.
SAS make it easier for retail companies to use powerful analytics to make better decisions grounded in trusted data and insight. This concept hoped to confront them with the fact that they are making important decisions blindly, simply because they don’t have a clue who their customers are.
The creative vehicle was a storybook about a small boy afraid of the unknown. This parallels the message to retailers that they can have closer relationship with their customers, if they first confront the truth and admit that they are in the dark.
Role: Concept + Creative Direction