Cavendish Square’s newly launched Beyond Words campaign is in full swing with shoppers delighting in the experience-orientated campaign. Inspired by the tactility and crafted nature of product and fashion design, the creative team behind the concept at NATIVE VML created a typography series out of products and cast a dancer for the campaign.
‘Cosy’ – the first imitative word of the campaign, was chosen to reflect the winter season and is made up of warm, thick knit blankets, a trend of the season and the perfect material to make you feel really cosy. “Cosy reflects the experience shoppers will have at Cavendish Square this time of year as they enjoy the latest winter trends, while defining their style, taste and values,” says Ben Wagner, Head of NATIVE VML Cape Town. The campaign kicked off in June and will be live for the next six months, with a new installment for every upcoming season.
Every week an in-centre Beyond Words display showcases fashion looks curated by online and magazine fashion editors. “Cavendish Square’s Facebook and Twitter pages are filled with content offering shoppers insights into the latest products and opportunities to win great spot prizes,” he adds.
“This campaign is a visual feast for shoppers. Stylist, Caroline Olavarrieta, and photographer, Ross Garrett, have brought their unique flare to the visuals and allowed the products on display to burst off the page which will undoubtedly create share ability and start conversations,” says Wagner.
For the duration of the six month campaign shoppers can enter the Beyond Words competition to stand a chance to win one of three grand prizes – an Audi A1 valued at R230 000, sponsored by Audi Claremont, a trip for two to Mauritius worth R73 000, sponsored by Pentravel and Beachcomber, and a Marantz home theatre system valued at R50 000, sponsored by Sound & Cinema. To enter, shoppers need to visit Beyond Words at Cavendish Square.
Tanja Gerber, Marketing Manager of Cavendish Square, says this campaign is about enhancing the shopping experience through engagement and interaction. “With NATIVE VML we are transforming the retail space and bringing something unique to our customers. Winter is here so it’s time to get Cosy. Why not do it at Cavendish Square,” she says.