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


Comments (1)

  • purplesimon's picture

    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 lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.