If you’re in Manhattan strolling down 5th Avenue, you might feel the need to obey Sak’s spring marketing “propaganda” in their windows. “Want It!” (Sak’s slogan) is inspired by the typography of graphic designer Rodchenko, one of the founders of Constructivism. The campaign’s design by Shepard Fairey and Cleon Peterson is sure to jump out at you from at least a half-a-block away.
It’s a humorous approach to Russian revolutionary propaganda, and is right on time to help weary shoppers “fight back” at the economic downturn our country is experiencing.
“What we do every day, really, is propaganda,” said Terron E. Schaefer, the senior vice president for marketing at Saks.
This is true. It’s also important to note that the average consumer is intelligent enough to decipher the message as tongue-in-cheek, and not a pushy sales tactic. (Let’s be honest, we know we’re being marketed to. Why not let us in on the fun?)
What may be most interesting is the mixed verbal response the campaign has received since its launch. A popular lifestyle blog has been littered with comments about the design. Some appreciate the historical nature, others have labeled it as unoriginal.
In our opinion at Keylex, the point at the end of the day is to be dramatically different. Are Neiman, Bloomingdale’s, or Bergdorf standing out and being talked about all over Blogs, Twitter, Facebook, and 3G networks across the U.S for their spring campaings? Not like Sak’s. Is Sak’s standing out from its competitors in concept and creativity? You bet. I think it’s safe to say that one thing their spring campaign definitely communicates is differentiation. With the pricey inventory of Sak’s and its competitors, sometimes it’s not always about the lowest price or the biggest bargain. How a brand communicates and interacts with its audience can go a long way.