[Editor's note: With its new "Awaken Amazing" campaign, Ayala Malls wants to present itself as the premiere destination, not just for shopping, dining, and entertainment, but for amazing moments and experiences. Below is their press release.]
In the Philippines, shopping malls continue to be “community hubs” that shape local culture and life. One might even argue that for Filipinos, malling is a rite of passage.
And for over 31 years, Ayala Malls has played a key role in the lives of Filipinos who have grown up alongside the very same shopping malls that grace the many cities today.
From its beginnings in Makati to its latest wonder mall in Manila Bay, Ayala Malls has spread the brand’s legacy across the country, across decades. With its trademark architecture, staple roster of prestigious brands and restaurants, and notable open spaces and lush landscaping, wee have come to a point when you know a mall is an Ayala Mall, just by seeing one.
This year, Ayala Malls ushers in a new era with a brand-new campaign tagline. The brand is presenting itself as the premiere destination, not just for shopping, dining, and entertainment, but for amazing moments and experiences. Their new campaign line, “Awaken Amazing.”
“Malling culture is a part of every Filipino. And for all of us, regardless of status or age, there are dozens of moments we’ve cherished over the years that have happened in an Ayala Malls. Whether it’s spending time with our loved ones, or a milestone occasion, we remember the vivid feelings we associate with these memories,” said Eunice Velasco, Ayala Malls Marketing Director.
No words are truer. How many of us remember long-gone high school dates, glitzy restaurant openings, the very first bite of gourmet food, and thunderous events that were made more memorable by sharing it with friends? With “Awaken Amazing,” Ayala Malls invites everyone to awaken the amazing in every moment.
The new campaign kicks off with the launch of their brand film, currently showing in Ayala Malls Cinemas and online. Created alongside their agency partner MRM//McCann, the film introduces the tagline through visual storytelling that is a feast for the eyes, as well as the heart.
“Beyond capturing the moments, we wanted to evoke the very essence of Ayala Mall’s tagline of “Awaken Amazing”. That’s why everything in the production – from the set down to the details -- had to make this proposition come alive, through a timeless execution that is familiar to every child inside us. The use of dioramas and miniatures was intentional to preserve the moments in a nostalgic way,” MRM//McCann states.
MRM//McCann partnered with the industry’s best to deliver the one-of-a-kind film. The film was directed by award-winning director Joel Limchoc of Film Pabrika, together with New Zealand’s Cirkus Productions, to build every painstaking detail of the set from scratch – Including 3D printing models, carving and painting environments and bringing the feeling of each moment to life.
“We wanted the film to be a celebration of innocence and simplicity; to bring that child-like spirit into the fore and link it to the Ayala experience,” says Limchoc. “We wanted each frame to show joy in a very pure way. That there is magic in every simple vignette and experience because of the people and the world you are surrounded by. We wanted the ad to be magically real hence the use of miniatures and dioramas. There is just something so powerful and pure when you present a simple slice of life in this way.”
“Every great campaign should be attached to an emotion,” stresses Christian Greet, Animation Director of Cirkus."
Awakening the emotions of an audience ensures a deeply personal connection with the brand. I loved the fact that this Ayala Malls campaign focuses on the entire range of emotions that can be experienced when shopping at their malls. The film highlights various vignettes at the height of emotional moments and then freezes them in time as if to preserve them for eternity. We as an audience get to witness and experience these emotions as we glide through each scene.”
More than just a shopping destination, Ayala Malls also prioritizes the arts. With numerous malls showcasing and participating in monthly art exhibits for local artists.
The new commercial also keeps in line with Ayala Mall’s own successful tradition of classical music marketing. First with “Waters of March” back in the ’90s, and now with a beautiful rendition of The Beach Boy’s number one hit, “God Only Knows”.
“Having a child interpret the song gives it a fresh take and evoke that sense of wonder and awe,” Velasco shares. “It is also a love letter from us to our ever loyal community, a way of expressing how much they mean to us.”
The team took inspiration from the classic Ayala Malls cues of wide, open spaces and greenery to create a world of wonder in their set design.
“Since the malls act as an escape from everyday life, we aspired to create a world that captures the unique 'out of this world' experience they really are,” explains Greet. “That being said, the people are all designed to look Filipino and naturally, there are quite a few visual cues to the actual malls as well.”
It’s a new Ayala Malls for a new generation, hungry for more amazing experiences. And with a promise of better things to come, well that’s sounds quite amazing indeed.