With changing lifestyles, gifting on various occasions is increasingly becoming an important part of a person's life. Many of the products offered by Fabmart are commonly given as gifts. However, it's often hard to remember each occasion on which one has to give a gift until the last minute, to choose the right gift or to send a gift to someone who lives far away.

Fabmart Gift Certificates address all these problems, allowing a person to send a Gift Certificate anywhere and almost instantaneously by e-mail. What's more, the Gift Certificates allow the recipient to choose her gift from across Fabmart's various stores. We decided to highlight this in our ads, with the baseline of 'The Right Gift for Anyone, Anywhere and Anytime'.

The ads show a variety of situations and occasions in which Fabmart Gift Certificates can be used, including an anniversary, a birthday and the successful completion of a software project. The differing situations and people vividly depict the wide range of contexts where the Gift Certificates can be used. Each ad was presented as a problem and solution situation, with Fabmart Gift Certificates coming to the rescue. The visuals, with their strong focus on people, help to capture the emotion and warmth associated with giving someone that perfect gift.