A traditional Chinese Christmas?
In a country where Christmas has no cultural roots, can even a luxury shopping mall stand above and apart from its myriad of competitors and make the season something more engaging than a year-end sales drive?
December-long anticipation
Plaza 66 wanted to connect with and entice more of Shanghai’s wealthy shoppers. Based on our experience in China, we created ‘Santa’s Atelier’.
This was a vivid bringing to life of Father Christmas’s workshop, demonstrating in superb detail and live performance how his gifts are made. As vital as the construction itself, we developed a December-long on- and offline campaign which built anticipation with an invitation to ‘enter Santa’s Atelier’. The result was a stand-out concoction that combined luxury and Christmas in the hearts and minds of Shanghai shoppers.
Awards
This project has not only convinced our customers and us, but also the juries of global awards.
