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S/S '17 at The Mall

We were briefed to create a campaign, promoting the spring/summer collection at sale at a department store called The Mall.
Every other mall at Sofia was communicating the same and they all were doing it in a similar fashion - with lifeless models, stood against a blank studio background, no messages, no nothing, just informing the customers that the collection is available at their shopping centre.
Having this in mind and also the fact that we were loosing customers, we knew we had to do something different, something that catches the eye and speaks to the customer on a deeper level.
I came up with a simple human insight - a lot of people are feeling guilty when they shop for themselves, they feel selfish, they are worried they spend too much and even think of returning their purchased afterwards. However, the need to do something for yourself, to reward yourself, to think about yourself first is only human. That's exactly what we said:
"It's human to want a lot. Your nature is waking for spring/summer 2017"
"It's human to think about yourself. Your nature is waking for spring/summer 2017"
After that we attached the new slogan we wrote for The Mall "With Pleasure, at The Mall"
We had to differentiate ourselves even further, not only with the message, but also with the key visuals. True to our insight we created visuals of predatory looking people, who had let their atavistic animalistic (fashion) nature come to the surface, satisfying their hunger for fashion, feasting on clothes and accesories.


Victor Minchev

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  • Copywriter

Project Tags

  • fashion
  • SS17
  • advertising
  • OOH

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