Daily Front Row

2009 March 12

Do You Want It?

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Saks Fifth Avenue 'Want It!' campaign
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(NEW YORK) Whether you know it or not, you’ve seen the work of Shepard Fairey, founder and creative director of Studio Number One (SNO), partout in the last six months or so; the propaganda artist created the now-famous red and blue Obama HOPE poster. His influence is remarkable and for this reason Saks Fifth Avenue has tapped the artist to create its Spring 2009 ad campaign, “Want It!” The campaign, which launches today, spans everything from catalogs to limited-edition shopping bags, store windows, in-store presentations and saks.com. In addition to these forms, Saks is producing a limited-edition “Want It!” tote bag. The bag will cost $20; $15 from the sale of each bag will be donated to HOPE (Helping Other People Everywhere), an energy-conscious non-profit focused on generating artist participation in campaigns, programs and events to support existing social projects that promote education and peace around the world.

“We envisioned our 'Want It!' campaign to have the propaganda element that is classic SNO," said Terron Schaefer, group senior vice president of marketing and creative for Saks Fifth Avenue. “We also wanted a fashionable way for our campaign to live with consumers past the spring season and we were able to create this tote to do that as well as support a great cause."