Client: City Centre

Role: Conceptual Team / Senior Copywriter

Agency: MullenLowe MENA

Campaign Overview:

Dubai is a city celebrated for its malls, where every mall aims to make every shopper feel like a winner through endless promotions. At City Centre’s summer sales, we took that winning feeling a step further by letting shoppers taste victory. Collaborating with a specialist in techno-emotional cuisine, we crafted a unique ice cream designed to activate in the brain the same emotions felt when experiencing a win or receiving an incredible discount. This innovative treat allowed customers to savor the thrill of victory and brought a new sensory dimension to the City Centre shopping experience.

Recognition:

Shortlist, Loeries. Outdoor, ambient.
Finalist, ICSC MEANA, Best Promotional Campaign.