Relaunching the Mall
After a very thorough eight-month pitch process we won the One Raffles Place account and the opportunity to relaunch this newly renovated shopping mall in the heart of Singapore's CBD.
We positioned the mall as an oasis in the middle of the business district, where you can 'Enjoy a little something every day'.
To mark the reopening of the mall we commissioned floral artist, Dan Takeda to create a floating garden that cascaded from the skylight down to the ground floor atrium. This created an ethereal environment for consumers to enjoy, encouraging them to linger in the space and explore the all five floors.
Thousands of Facebook and Instagram posts of the floating garden helped spread the word of the mall's relaunch.
Our accompanying launch TVC showcased One Raffles Place as a retail, wellness and F&B destination. It was displayed on the mall’s massive outdoor screen in the weeks before launch, ensuring everyone in the CBD was aware of the upcoming opening.
A Different Kind of Christmas Tree
All malls put up Christmas decorations, many will even have a Christmas Tree. We decided to do something a little different and had some festive fun with one of Asia’s favourite anime characters, Doraemon.
Eco Shopper
Rather than just advertise the latest Great Singapore Sale mall offers we decided to go against the usual promotion of excessive consumption and encourage a smarter more eco-friendly type of retail therapy.
Seasonal Campaigns
Agency: Frontage Asia
Creative Director: Steve Chung
Copywriter: Steve Chung
Art Director: Oketani Takeshi
Creative Director: Steve Chung
Copywriter: Steve Chung
Art Director: Oketani Takeshi