When it comes to gifts, different scales of measurement come in to play. A perfume may be small, but its every spray onto your skin is imbued with the emotion of its gift-giver, the scent a reminder of a special relationship; it’s not about the size of an object, but rather the emotional meaning it holds, which can’t be measured. To help premium Australian multi-brand retailer Incu launch its new vertical of gifting options, Semi Permanent devised a creative execution that built the tonal language for the division and cut through the noise during the festive season.
The concept, titled LARGER THAN LIFE, used inflatables to communicate the idea that it’s not the size of a gift that matters, but the thought, because even the smallest size gifts can leave an ever-lasting impression. These rendered inflatables showcased multiple products – including Maison Balzac, Comme des Garcons and Alexander Wang – across Incu’s seven retail sites to give the campaign a joyful tone and communicate how objects can be more than what they seem, adding to the curatorial value that Incu brings to its community.
The campaign was stretched across physical and digital applications, including window vinyls and acrylic plinths for product displays, as well as digital screens, website imagery and social media videos.