M&C Saatchi has been in charge of the creative business for the new Xintiandi Style mall since Spring 2010. Xintiandi Style consists of four-floors and is one of the biggest projects in the Taipingqiao district.
Jason Wu, group account director at M&C Saatchi, said, “We were being asked to develop a tailor-made advertising campaign for Xintiandi Style, which promises a lot of fun for our team but also represents a great challenge.”
The campaign slogan is 'Style redefines everything' and sees the creative team, lead by group creative director Tom Shum, wrap the mall with bold photography featuring giant models for the coming festive season.
The website at Xintiandistyle.com also includes apps, wallpaper and ringtone downloads for fans.
Credits:
Project Xintiandi Style Opening campaign
Client Xintiandi Style
Creative agency M&C Saatchi Shanghai
Group creative director Tom Shum
Creative director Ariel Chen
Associate creative director Levis Lee
Art director Jojo Xi
Associate art director Iris Xu
Account servicing Jason Wu, Ellisa Ye, Alicia Tian
Planning team Rosita Chang, Tommy Tai
Exposure Print, outdoor, ambient, merchandise
Project Xintiandi Style Opening campaign
Client Xintiandi Style
Creative agency M&C Saatchi Shanghai
Group creative director Tom Shum
Creative director Ariel Chen
Associate creative director Levis Lee
Art director Jojo Xi
Associate art director Iris Xu
Account servicing Jason Wu, Ellisa Ye, Alicia Tian
Planning team Rosita Chang, Tommy Tai
Exposure Print, outdoor, ambient, merchandise
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