Answer to YCN's H.Samuel brief to create a campaign which challenges the perception of H.Samuel as a traditional retailer, and encourage younger customers to shop
with them. The concept is based on the observation that all of H.Samuel's products are displayed behind glass. The campaign presents images of the target audience
(young people) being 'dazzled' by what they are looking at - hence encouraging the viewer to visit H.Samuel and find out for themselves. Outcome included ambient,
instore and press advertising.
