The Brief

The client tasked me and my team with raising awareness of their shopping center and establishing it as a key city destination. They wanted a standout campaign to capture attention in a competitive market, leveraging social media to drive impressions, reach, and engagement while showcasing the mall's unique value.

The Idea

Me and my team developed a multifaceted campaign featuring dozens of stories, 2D animations, posts, and influencer collaborations. The highlight of the campaign was a series of 3D animations that playfully introduced a "fake beef" between shopping centers. Leveraging the fact that the client and its competitors were part of the same conglomerate, we created banners humorously “falling” onto three competitor malls, each showcasing the client mall’s advantages. To amplify the campaign’s reach, we paired it with trendy, humorous social media comments like "we got shopping mall beef before GTA 6," ensuring the campaign struck a chord with the audience.

The Inspiration

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Every campaign starts with a daring idea—one that stands out, sparks conversation, and makes an impact. For this younger, bolder shopping center, me and my team created campaigns that captured attention and connected with the audience on a deeper level, inspired by the bold, in-your-face but humorouse messaging the campaign carried. From playful 3D animations to engaging influencer collaborations, each project was designed to push boundaries and leave a memorable impression. With creativity at the forefront, we deliver bold strategies that turn ideas into results.

The end result

The campaign exceeded expectations, delivering 41 million impressions, 3.7 million reach, and 57,000 engagements. The 3D animations went viral, sparking widespread conversation and solidifying the client’s reputation as an innovative market leader. By blending humor and strategy, me and my team created a campaign that left a lasting impression on both the audience and the industry.

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