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. But they really don’t. 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 to retailers, that to have closer relationships with their customers first they have to realise they are making important decisions completely in the dark.
Role: Concept + Creative Direction