The “Small Moments” campaign of Ayala Malls produced by MRM/McCann captures and awakens the amazing moments through a whole set taped on miniature-scale models of the malls.
According to the agency behind the campaign, it conveys the newest tagline of Ayala Malls, “Awaken Amazing,” showing that small moments do not necessarily equate to insignificance, but have all the potential to be extraordinary and amazing. The work follows in the footsteps of the chain of shopping malls’ history of visual campaigns set against timeless music, dating back to its “Waters of March” piece.
“Ayala Malls’ Awaken Amazing campaign is an invitation to everyone, encouraging them to rediscover how small moments can make life amazing,” said Ayala Malls marketing director Eunice Velasco.”
The miniature-scale models are featured in a film directed by Joel Limchoc, while each miniature that went into individual scenarios were crafted and shot by the Cirkus New Zealand team. Scoring the film is the song “God Only Knows” by the Beach Boys, rendered by Hit Productions.
“More than anything we want to capture the innocence of simple situations,” said Limchoc. “We opted for simple snippets of life that represent joy in its magical realism form.”
According to the Film Pabrika director, by using miniatures, “we eliminated variables otherwise present in usual spots and stripped them down to their most basic message.”
“This charming film hopes to bring these moments to life in a fresh new way,” enthused Velasco.
For MRM/McCann’s part, managing director Manny Fernando said, “The team was really excited working on this new campaign. We had to ensure that the image of an established brand like Ayala Malls can be seen in a very refreshing way.”
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