FRASERS CENTREPOINT MALLS

Branding Campaign

The core idea aimed at positioning FCM as an integral part of our community by featuring memorable experiences, which took place at the FCM shopping malls. A series of three nostalgically drawn illustrations dramatised different life scenarios to invoke an emotional recollection that various target segments could relate to. This was further adapted to various print media, extended to contests and an advertising grid to reinforce a consistent brand message.