Festival City
'Every Reason To Celebrate' Campaign
Client
Festival City Malls
Agency
Impact BBDO
Creative Art Direction, Copywriting
Taraka 'TK' Tennakoon
Collaborators
Mazen Abusrour - Campaign Photographer, Sergi Delgado - Typographer, Scott Leder - Executive Creative Director
Creating an editorial countdown to retail joy.
It’s hard to argue Dubai’s reputation as a shopper’s paradise - a destination of deals and an oasis of retail therapy.
What noted shopping mall chain Festival City sought was establish itself as the capital of that utopia.
And to do that, we wanted to create a campaign that stayed true to the mall’s namesake of festivity and celebration - that unique brand of joy that only comes from stepping into your favourite stores.
So came to life a campaign that listed out all these ‘Reasons To Celebrate’, tapping into a human desire to escape and experience rich moments of celebration, brought to life.
Shot wide, wide-eyed and with a touch of whimsy, we worked with the region's most recognised fashion photographer to showcase our shoppers spending their day within our wondrous walls.
Every reason across every touchpoint
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The versatile design system and easy-to-use graphic device, paired with the compelling narrative and beautiful imagery, allowed us to expand the campaign simply but effectively across the board.
From print to OOH, all the way to coffee cups and stickers, we made practically everything into a reason to celebrate.
We also redesigned Festival City's website to match the spirit of the campaign. Using the evergreen nature of the platform, we extend our reasons to celebrate every aspect of the mall's experiences and activities.