Dexus
BRIEF
Elevate the messaging of the Indooroopilly shopping centre by ideating and executing a seasonal campaign and content, repositioning the centre on the forefront of trends.
BRIEF
Elevate the messaging of the Indooroopilly shopping centre by ideating and executing a seasonal campaign and content, repositioning the centre on the forefront of trends.
SOLUTION
We created a season shaped by our collective fascination with the natural world and the overwhelming desire to escape outdoors that marked 2022. The rapid pace of modern life post-pandemic, along with the rise of ‘gorpcore’ and its acceptance into the mainstream, informed our theme ‘Let’s Explore’.
EXECUTION
We ideated and executed all seasonal communications, from the campaign shoot — captured in the mountains outside of Brisbane — through to developing the campaign language and producing a 20-page printed publication to be distributed in store. All content created was delivered along with an amplification strategy including in-centre experiential activation concepts, GWP, OOH, social and digital.
