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Calling shoppers to come to their senses

As more consumers click their carts, shopping malls are working to identify and quantify the touchpoints most likely to result in customer satisfaction to increase traffic. Willoughby worked with General Growth Properties (GGP) (now Brookfield Properties), one of the nation’s largest property developers, to develop a flexible and appealing campaign that zeroed in on the advantages of in-person shopping.

Borrowing from methods used for content managed websites we used variable data to automate versioning over 1,000 specific signs for the 125 unique properties. We utilized content management tools to map out all properties and their unique tenants and then applied a data merge to automate the production each asset. The multi-channel campaign includes digital, out-of-home, corporate/property websites and in-mall signage. The design of the campaign will allow GGP to add to the library and create endless versions on-demand.

Creative Direction

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GGP Outdoor

The campaign’s signature, “All The Feels,” features luscious macro images illustrating the sensory advantage of shopping at the mall. The shine of an earring, the fizz of a soda at the movies, or the triumph of finding the perfect dress with a friend. The kind of experiences you won’t find online. Each image of product, food or activity is paired with an evocative word or feeling and presented in a monochromatic color story, adding impact to the highly textural images. The campaign is intended to bring shoppers out from behind their phones and into the real world.

The campaign was flexible enough to work in both standard and high-end luxury properties by focusing on a wide mix of retailers and experiences.

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A secondary level of communications “In Real Life” or IRL incorporates a playful take on terms and phrases more commonly used in the virtual space but applied to real life. “Update your Soft Wear” is superimposed over a sweater; “Enable Cookies” juxtaposed with fresh-baked cookies.

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The technical production was a feat in itself. Over a 5-week span we captured more than 300 images including models, product, and food. Working with GGP’s in-house photographer and creative department we created a library of each image paired with 4-6 sensory words.




GGP Digital
GGP Digital

“Willoughby was able to get at the core truth of what online shoppers are missing in the digital shopping experience, and translate that to a fresh and effective campaign, ALL THE FEELS. Reminding them that shopping in-person is a true experience for the senses.”

Drew Barton, VP, Creative & Brand Strategy, GGP Inc.