The secret of all effective originality in advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships."
~ Leo Burnett
CBL & Assoc. Properties, Inc.
I was responsible for the customization of over 25 different collateral pieces and other applications of the "Treat Yourself" campaign for more than 20 malls. I produced ALL the posters for 78 properties for every event; and organized all the campaign materials each year to simplify customization (and maintain some level of quality control) for 6 other agencies handling properties in their regions. I was also responsible for 5 other people producing a customizable holiday coupon book. It was the speed and efficiency in which I work that allowed my former employer to offer such a bold program that was both profitable for them and a great service to the mall directors. More samples of campaign collateral on the next page. (more > > >)
Clockwise from top, left: holiday coupon book, holiday tote bag, mall poster with topper, and a bus wrap
Over 2 million pages of the coupon book were produced with less than a .003% rework rate
trade show booths