It's clever for an open air mall, I'll give them that. But when this case study tells me they "created a completed new choice - a product that only an open air mall could offer..." they're half-fibbing with the "created". They rented a machine/bought a service.
Remember Stuart Semple the artists who covered London in "Happy Clouds", remember the flogo cloud machine? Yes, that's what they used.
Oh, and they had a facebook tool linked with twitter aiming for that elusive social-media-trifecta. If they instantly instagrammed all the clouds they could've won. Or does that not count now that Facebook owns instagram?

Ad Agency: NBS, São Paulo, Brazil
Creative Directors: Pedro Feyer, André Lima, Cassio Faraco, Miguel Genovese
Art Directors: Guilherme Almeida, Giuliano Cesar, Jonas Kühner
Copywriters: Cassio Faraco, Miguel Genovese, Fernando Calvache, Sidney Freitas

Commercials: 
Country: 

Comments (1)

  • purplesimon's picture
    purplesimon

    Not sure how the end line relates to the concept.

    But, you know, it's a good way to engage people I suppose.

    Jun 07, 2012

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has worked in New York, London, Amsterdam, Copenhagen and Stockholm.