Iulius Mall Iasi – 20 year anniversary campaign.
Iulius Group is a company dedicated to developing and operating shopping centers in Romania, with a vast portfolio of malls and mixed-use complexes that combine shopping with office spaces, residential areas, and entertainment.
Known for innovation and continuous investment, Iulius Group contributes to urban development and the creation of sustainable communities, offering unique shopping and entertainment experiences.
Challenge
What could be a greater challenge than celebrating 20 years since the opening of the first mall outside of the Romanian capital?
In the context of the pandemic, which did not allow for a traditional celebration, the challenge was to mark this milestone in an authentic and memorable way.
What we did
We turned this challenge into an opportunity to create a campaign that reflects the brand’s energy.
What exactly did we do? We developed the concept for the campaign’s video spot and key visuals.
To capture the dynamism and energy of Iulius Mall, we created a creative concept centered around the idea of evolution and continuous connection to trends and modern times. The central visual element of the campaign was oversized sneakers, customized by urban artists and displayed both inside the mall and in outdoor spaces.
In order to raise awareness throughout the city we made 3 separate caravans with the sole purpose of starting a buzz and gathering people in front of the mall.
Results
Through a creative execution and a well-thought-out strategy, we strengthened Iulius Mall’s positioning as a dynamic space, always in step with trends and close to its community.
The spectacular visual elements, such as the customized oversized sneakers, turned the campaign into a memorable experience, engaging the audience and generating excitement both in the mall and online.
The campaign #Iulius20ani Challenge demonstrated that, regardless of the context, the spirit of Iulius Mall remains youthful, dynamic, and deeply connected to its people
