Towering high above downtown Seattle, Pacific Place features five levels of film, food and fashion. Our challenge was to draw shoppers to its upper levels that aren’t as easily seen from the street. So how do you do that? Easy. Just tell them to look UP.
It’s a simple yet powerful command. People look forward, backwards, and at their phones. But what if we redirected their attention? The LookUPP campaign (Yes, two P’s, like Pacific Place. It’s what we get paid for, folks) builds name recognition by speaking to people right where they stand.