We were asked to open the new "Central" shopping mall in downtown Sydney by using the vibrancy of the local area.
Designed to become the heart of a new community we called it "The Living Mall". Supported by outdoor posters, press, a website and mobile app, we asked locals to bring it to life by donating their heartbeats through an interactive kiosk.
After each donation, the mall came to life through a 15m digital wall which allowed them to touch, dance and share their energy. Then, each time the mall collected enough energy it was released back to shoppers in the form of music, entertainment and other experiences.
AGENCY: BMF SYDNEY
EXECUTIVE CREATIVE DIRECTOR: Carlos Alija & Laura Sampedro
HEAD OF ART: Sian Binder
ART DIRECTOR: Simon Koay
COPYWRITER: Tim Smith