THE CURATED LIFE: Campaign, Creative & Visual Direction, Interaction Design

The brief was to create awareness on Store Specialists Incorporated’s (SSI) newest innovation, a digitally enabled loyalty program, that will provide a meaningful and delightful experience to consumers, leveraging on its portfolio of well-curated lifestyle concepts and services. The challenge we faced was how can we compel them to buy into SSI Life when they don’t know what SSI is? We didn’t have to look far as SSI already stated: We are SSI. We are in the business of ENHANCING LIFE. We offer well-curated lifestyle concepts and services. We provide meaningful and delightful customer experiences, keeping our customers’ convenience top-of-mind. No one else in the category has put as much emphasis on curation as SSI. It is something SSI can truly own (vs Suyen Corporation’s “Being on-trend” and Robinsons Retail Holdings Inc. “Providing multi-format retail nationwide”). Beyond numbers and statistics, the strategic truth is that there is a certain prestige when you can curate the life you live. When it comes to shopping, these consumers don’t see it as a bunch of excessive transactions but an investment in who they are or who they want to be. When it comes to SSI, these are the well-curated brands these people can turn to design the kind of quality life they want to live. The Strategy: To compel our audience to buy into SSI, we need to show them what kind of meaningful and delightful experience SSI stands for: A GATEWAY THAT ALLOWS THEM TO CURATE THE QUALITY OF LIFE THEY WANT TO LIVE