Mannequins in mohawks, free haircuts and yellow zoning tape were some of the ingredients in Levi's “Cut It!” sales campaign, designed by Storeage, an Amsterdam-based branding and design agency, which took top honors in the 13th annual VM+SD International Visual Competition.
The judges, gathering in May at the Cincinnati office of brand consultancy Benchmark, appreciated the quirky-but-cool nature of the campaign that redefined the components of an effective sales program.
“It has a home-grown authenticity to it,” commented one judge.
Among the noted elements of the campaign were the free haircuts given to customers inside the store window. “It's fun because they took it to so many places,” said another judge.
This year's judging panel included (left to right, in photograph above): Brent Hodge, visual merchandising manager, Williams-Sonoma Home; James Frederick, director, brand experience, Landor; Maria Deacon, senior environmental designer, Benchmark; Beth Harlor, design manager, North America, marketing development organization beauty, The Procter & Gamble Co.; Andrew McQuilkin, vp, design director, FRCH Design Worldwide; Jennifer Wilson, visual merchandiser, Sony Style; and Jay Kratz, architect, design manager, Luxottica Retail.
BEST OF SHOW
Levi's – Cut It! sales campaign
FIRST PLACE
Omm – 9 Ashley Road
Timberland – Smart Wool footwear launch
Woolworths – Design Quarter
The Shops at Columbus Circle
David Jones – Mother's Day
Shreve, Crump & Low – Seashells
Hudson's Bay Co. – Urban Oasis
Marshall Field's – Culinary Tablescapes
Macy's – It's Christmas Time in the City
Nokia – Flagship
AWARD OF MERIT
Marshall Field's – Chicago Designer Shop
Marshall Field's – Sarah Jessica Parker LOVELY fragrance launch
Marshall Field's – Jonathan Adler furniture launch
David Jones – Spring Flower Show, Déjà Vu
Marshall Field's – Think Fall, a Season of Intrigue
David Jones – Christmas 2005
Target – Valentine's Day 2005
Shreve, Crump & Low – Shoes
David Jones – Summer 2005 Fashion Windows
Holt Renfrew – Rebrand
David Jones – Animated Christmas windows
Marshall Field's – “Cinderella”