A city wide campaign aimed at youth during the summer festival season with the intent of creating a more community driven and less corporate face of the mall. Included word mark and identity exploration as well as market research. Campaign pieces included: billboards, full bus ads, magazine covers, digital signage, t-shirts, sunglasses, web ads, and television and radio commercials.
The campaign was featured heavily at Heritage Days and the Fringe Festival.
Client: West Edmonton Mall