When you give someone a gift card to Banana Republic or Abercrombie and Fitch you are locking them to a one specific store. But a gift card that can be used anywhere in the mall - now, that's freedom! They can buy an ice cream cone or a Fendi bag. Everything they love about that mall is open to them. It’s all around them, a 360 experience that begins with the card and ends wherever they want to take it. There’s emotion in that, emotion that’s different and fresh for everyone who receives it. This emotion was brilliantly captured in the new Gift Card ad campaign for the Mills Corporation (owner of hundreds of malls in north America.)
This campaign has inspired an exciting new card design that plays prominently into the concept. The ads use the device of a colorful blue ribbon that comes right off the card and takes on a life of its own as it encircles the recipient. "The ribbon represents the freedom and possibility of a Mills gift card. The array of stores, restaurants and entertainment venues provide the prominent evidence of just how many possibilities truly exist," said campaign Art Director, Alexander Jaime.
Agency: Pedone & Partners
Photographer: Nicola Majocchi
Creative Director: Thomas Cook
Art Director: Alexander Jaime
Copywriter: Carolyn Oppenheim
No comments:
Post a Comment