Agency: PHD Media, Malaysia
The Summary Statement
After some 6 months of downtime for IPC mall due to redevelopment work; IPC was faced with the challenge to re-open its mall that was not entirely completed yet without an official brand launch and new brand campaign during month of December – the peak period for shopping malls.
Against the challenges; IPC rose up to differentiate and took a bold stand during Christmas by dimming down its Christmas décor (against category norm) and made a pledge to donate its savings from décor and to rally Malaysians to come together to give...