In May 2015, the biggest mall in Bucharest had its grand opening: Mega Mall. Its positioning is “THE CITY CHANGES WITH US”.
How do you get people excited about the grand opening, without taking the same beaten path of using “look at me how big and beautiful I am” executions? How do you express the positioning in a way that’s empathetic? You are empathetic.
Sometimes when you’re big, you have to act small.
Like offering small surprises to the people of Bucharest. We chose a number of dull and forgotten places in the city and, overnight, transformed them into nice things that you can get at the mall.
AND THE CITY GOT CHANGED
An old fountain became a popcorn box,