Carphone Warehouse is targeting frugal lovers this Valentine’s Day with a print ad that doubles as a paper bouquet.
Designed by CHI & Partners, the double page spread can be transformed into a makeshift bunch of flowers in three easy steps and features the strapline ‘Why spend more this Valentine’s Day?’:
It’s the latest instalment in CHI & Partner’s ‘Scrimpers’ campaign for the brand, which aims to cement its position as a value retailer by celebrating ‘the filthy, the frugal and the downright tight’.
The campaign launched last September with a humorous 40-second spot depicting characters engaged in various money-saving antics, from cutting their own hair (with disastrous consequences), to stuffing their handbag full of pastries from a free buffet.
As some have pointed out, the ad does follow a similar concept to designer Jack Renwick’s excellent cover wrap for The Metro done when she was at The Partners in 2010 (below), but by targeting penny-pinching men and women on Valentine’s Day, CHI & Partners has provided a great seasonal follow up to the original Scrimpers campaign. If you’ve yet to buy a gift – or are just too tight to pay for one – you can find it in various national newspapers.
ECD: Jonathan Burley
Creative direction: Rob Webster & Alexei Berwitz
Copywriting and art direction: James Crosby & Will Cottam
Design: Max Henderson