To promote Cape Union Mart’s small equipment range, we knew that we wanted to take a conceptual approach. To create something that was memorable while still highlighting the products. To achieve this, I imagined a world where Cape Union Mart's fantastic gadgets existed in the Wild West. The resulting concept was one that would capture the attention of passers-by’s and encourage them to explore the range of products on offer. Once the concept was approved and the window artwork was completed, I adapted the design for use in adverts, posters, and all other necessary POS materials. This ensured that the campaign remained consistent across all channels and that the message was reinforced at every touchpoint.
The banner for the window display was a key element of the campaign, measuring 2m x 2,4m. Display cabinets were used in front of the banner to highlight the products on offer, while cut-out cacti and rocks were strategically placed throughout the stores to continue the Wild West theme. The campaign proved to be memorable and engaging, generating excitement and interest in Cape Union Mart's small equipment range and driving foot traffic to their stores nationwide.
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