Company: Sears Canada Inc.

Campaign: Wish Book 2000

Agency: In-House

Creative Director: Karen Reed

The imperative, but also the challenge, of Christmas 2000 was to build the first Sears Canada Wish Book catalogue of the millennium and take the business to new heights.

Sears decided to create specific offers in an effort to underscore some of its key goals – things like offering 200 bonus Sears Club points with each Wish Book Internet purchase – in order to hit the target audience of women aged 25 to 54, married with some post-secondary education.

The Wish Book catalogue was prepared from an in-house list and circulated to 4.3 million households. The goal was to encourage customers to place an order via the Sears Web site or by calling a 1-800 number, during the campaign period of Sept. 4, 2000 to March 28, 2001.

Canadian artist Ken Danby was commissioned to paint the front cover, with a Christmas theme. Each of Sears’ 2,100+ locations was provided with a print of the front cover for local marketing. Results were very positive, with more customers gained from this catalogue than from any other catalogue in the company’s history.


The Reader’s Digest Association (Canada) Ltd. for its ‘Spring Selection 2001 Catalogue,’ developed in-house.


Grand & Toy Technology for its ‘G&T Technology TM Catalogue Cross Sell’ program, developed by Sherman Laws Communications Inc.