Natick Mall. Boston, MA
Long story short: Established mainstream mall gets huge luxury renovation and begins to be seen as snobby and expensive by core shoppers. House of Current develops this warm and inviting campaign to make the center more approachable while promoting their wide range of luxury and mass market retailers. Community ties are further strengthened by featuring real Natick shoppers in the campaign. Facebook “likes,” press coverage and shopper loyalty program membership all get a big boost.