Xtra Furniture: The Art Of Light

Credits & Description:

Advertiser/Client: XTRA FURNITURE


Product/Service: LIMITED EDITION GIFT


Entrant Company: McCANN ERICKSON Petaling Jaya, MALAYSIA


Design/Advertising Agency: McCANN ERICKSON Petaling Jaya, MALAYSIA


Creative Credits


Name Company Position


Kam Wei Fong McCann Erickson (m) Sdn Bhd Art Director


Samantha Hepburn McCann Erickson (m) Sdn Bhd Copywriter


Hwa McCann Erickson (m) Sdn Bhd Deputy Chairman/Ecd


Szu Hung Lee McCann Erickson (m) Sdn Bhd Deputy Chairman/Ecd


Andrew Pinto McCann Erickson (m) Sdn Bhd Brand Director


Ben Chew McCann Erickson (m) Sdn Bhd Client Service Director


Ming Yeo Ho Untold Images Photographer


Jimmy Ong McCann Erickson (m) Sdn Bhd Print Producer




Details


Brief Explanation:


Xtra’s regular customers are people who not only have high disposable incomes; they are also in-tune with design aesthetics. So, how do you please someone who already has much of what premium designer furniture can offer?


Describe the brief from the client:


Lighting and furniture retailer, Xtra, wanted a special way to thank their regular customers, and to remind them what made them so loyal in the first place.


Description of how you arrived at the final design:


We sent them a special edition lighting piece, with a letter of appreciation and assembly instructions. Inspired by minimalism and architecture, the design showcases light at its most beautiful. But more importantly, it engaged customers in a unique way, by allowing them to assemble and form their own designer item.


Indication of how successful the outcome was in the market:


The gift helped sustain Xtra’s brand image, keeping them profitable despite 2008’s uncertain economic times. As a result, they opened a larger, more lavish showroom in January.