Client: Millenia Walk
Year: 2015

With the goal of strengthening her unique competitive edge in the retail industry, Millenia Walk has decided to embark on a bold new brand strategy – allowing her to play by her own rules, and strengths. Guided by Millenia Walk’s strategic brand pillars, we are tasked to bring life to the campaign idea through their respective fields of expertise. Structured in unison, the objectives of Millenia Walk are to regain consumer mindshare (encouraging awareness, trial, adoption, trust, referrals), visitorship, enjoyment, and spending.

With so many initiatives happening at once, it is important not to appear fragmented - but to design each experience with emphasis on continuity, consistency and synergy throughout Millenia Walk namely:
a. Metaphorically / Emotively
b. Physically / Visually
c. Experientially

Hence, we rebranded and created a campaign during July / August called Love Local to celebrate our Nation’s Jubilee year and the spirit of local entrepreneurship by drawing inspirations by the local communities, personalities and brands. Recognising Singapore as a self-made nation and how everyone contributes in their own little way to achieve their goals. In-mall collaterals and activation ideas such as a typographic live art mural installation, redeemable bespoke lunch bags, lunch time music performances and inspirational quotes from local thought leaders were brought to the public.

They used to stand alone. Now, they stand together. This period, we're putting the spotlight on the local entrepreneurs amongst us. Drop in and say hi — or even better — show them your support. And while you're at it, why not stay for the smattering of performances we have lined up for you?

A collaborative project with OuterEdit and Shophouse&Co.
Live art mural by Puffingmuffin.
Live art mural by A Good Citizen.
Live art mural by Mslatenightjam.
Meals with Music lunch time performance by VOX
Class95 radio Love Local coverage #1

Class95 radio Love Local coverage #2

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