The Holiday 2023 campaign broke from traditional holiday tropes by leaning into humor—a bold departure for Saks OFF 5TH that brought a fresh, self-aware twist to the season. With customers cautious about spending, the strategy shifted away from gift-centric messaging to emphasize value, assortment, and the joy of discovering designer fashion for less.
Leaning into the brand’s OFF spirit, the campaign reimagined the holiday spotlight as a nostalgic game show, The Gift OFF. Contestants embodied core customer mindsets—the fashion enthusiast treating themselves and the bargain seeker chasing the best deals—competing to win coveted designer finds. The elevated yet witty tone positioned Saks OFF 5TH as the destination where fashion, fun, and unbeatable value intersect.
Delivered as a 360° campaign across video, paid media, in-store signage, organic social, direct mail, email, site, app, and outlet marketing, Holiday 2023 visually paired bold typography with textures of colorful ribbons and shiny boxes to amplify festive energy while keeping promotions clear and impactful. Developed in close collaboration with the brand creative team, the campaign united design, photography, and storytelling into a joyful, high-impact seasonal package for the year’s most competitive retail moment.
Leaning into the brand’s OFF spirit, the campaign reimagined the holiday spotlight as a nostalgic game show, The Gift OFF. Contestants embodied core customer mindsets—the fashion enthusiast treating themselves and the bargain seeker chasing the best deals—competing to win coveted designer finds. The elevated yet witty tone positioned Saks OFF 5TH as the destination where fashion, fun, and unbeatable value intersect.
Delivered as a 360° campaign across video, paid media, in-store signage, organic social, direct mail, email, site, app, and outlet marketing, Holiday 2023 visually paired bold typography with textures of colorful ribbons and shiny boxes to amplify festive energy while keeping promotions clear and impactful. Developed in close collaboration with the brand creative team, the campaign united design, photography, and storytelling into a joyful, high-impact seasonal package for the year’s most competitive retail moment.
