During a two-week campaign at six Edgar’s stores within LSM A shopping centres, Unlimited’s Fashion Media created a window display that drew customer’s attention to the fragrances and the importance of universal access to water.

“The campaign tied in with World Water Day,” says Sean Reed, CEO of Fashion Media, “which was critical for the client because Giorgio Armani’s Acqua for Life programme assists UNICEF to procure water for areas lacking in drinkable H²O.”

This is the second year Giorgio Armani has made these two limited fragrances available with the objective of raising funds for this project.

The six Edgars stores which featured this campaign are at Canal Walk, Clearwater Mall, Cresta, Ballito, the East Rand Mall and Greenacres.

”It was imperative that the creative in this campaign conveyed all the key elements within a short time frame,” adds Reed. “The message was just as important as the branding because both elements are key aspects of the overall campaign. It was also crucial that the creative on the windows were within the vicinity where the fragrances could be purchased,” says Sean.

“As environmentally conscious consumers walked past the fragrance counters the message was top of mind, especially for those wanting an exclusive brand which also cares about our environment.”