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Sam’s Club
Holiday In-Store

The holiday counter cards feature photographs from the advertising campaign that ran in the December issue of O, The Oprah Magazine. Shoppers were encouraged to use the hint cards to write down their favorite items and then give them to their significant others as "hints" to what's on their holiday wishlist! This campaign also includes in-store videos and a holiday catalog sent to select Sam's Club members.

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Sam’s Club
Advertisement

This series of advertisements which debuted in O, The Oprah Magazine pairs everyday groceries sold at Sam's Club with items from their selection of luxury goods. Visual and/or metaphoric connections between the everyday and the luxury good serve as the theme of each pairing. This campaign continued in the holiday catalog and also in-store with counter cards, hint cards and videos which were on display during the holiday season.

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Sam’s Club
Holiday Catalog

As part of their holiday promotion which was kicked off by a sequence of advertisements in the December issue of O, The Oprah Magazine, Sam's Club sent this catalog to select members. Some images from the campaign combined with previously unseen images to create spreads with descriptions and specifics on the items featured. When members went into the store, counter cards, hint cards and videos further enticed members to make their holiday gift purchase.

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Sam’s Club
Holiday In-Store Videos

These videos brought four of the still photographs from Sam's Club's holiday print advertisement campaign to life. They aired in-store during the holiday season and were complemented with counter cards, hint cards and a catalog sent to select Sam's Club members.

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Sam’s Club
Diamonds Pamphlet

Sam's Club associates give this diamond pamphlet to customers interested in making a diamond purchase. It outlines the diamond brands available in the store, explains how to place a special order and also educates consumers on the 4Cs of diamonds.

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Sam’s Club
Winter In-store

These pieces for Sam's Club kicked off a campagin that lasted the entire year (spring, Mother's Day, summer, back to school) and culimated at the end of the year with print advertisements, a holiday catalog and in-store counter cards and video. The campaign was intended to highlight the fact that Sam's Club not only offers everyday grocery items but also offers luxury goods at a discount — something that very few of their members were aware of! 

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Sam’s Club
Spring In-store

The spring installment of this yearlong luxury goods campaign features diamond jewelry on clean white backgrounds. Three countertop cards and hint cards list two ordinary grocery items and a third luxury good item as if it were part of your everyday shopping list.

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Sam’s Club
Spring Catalog

With wedding season and Mother's day around the corner, this Little Book of Luxury was sent to select Sam's Club members in the Spring to show off items that would be appropriate gifts for either occassion. 

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Sam’s Club
Mother’s Day In-store

The Mother's Day edition of Sam's Club's yearlong luxury goods campaign features gemstones and diamonds on pastel background. The hint cards double as coupons that mom can redeem at home.

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Sam’s Club
Summer In-store

The summer installment of Sam's Club luxury goods campaign focused on surf, sand and tanlines. An additional hint card was created with a "beach essentials" checklist which included everyday items offered at Sam's Club and ended with diamonds!

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Sam’s Club
Back to School In-store

Leather-bound books inspired the background for the fall installment of Sam's Club luxury goods in-store campaign. The "back to school" theme is carried out with the text on the counter cards and hint cards.

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