The new shopping centre required a campaign that showcased the mall’s focus on revitalizing
the shopping experience, and bringing more fashion to Victoria. The bright, fresh feel of the
outdoor shopping centre was showcased through vibrant photography portraying the fashion
and lifestyle of Uptown. A photo bank of images to be used on hoarding, advertising materials
and collateral was developed. Reinforcing the name, the UP was used in communicating
the fact that fashion and shopping was looking up.

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