Overcoming retail's fear of the unknown

Due to new technology and the fickle buying habits of customers, retail, especially the fashion industry, is finding it hard. To make matters worse, retailers believe they know their customers really well. SAS allows retail companies to use powerful analytics and trusted data, to make better-informed decisions. The creative vehicle was a storybook that followed a small boy who was afraid of the unknown. This paralleled the story for retailers, that to have closer relationships with their customers first they have to realise they are making important decisions in the dark.

Role: Concept + Creative Direction