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A RALLY CRY FOR FANDOMS TO MEET AT THE MALL
Going to the mall was a right of passage for Millennials and Gen Xers, but this iconic part of American culture was lost on a new generation of online shoppers. In a movement to bring more people back to the mall, we dialed into mall nostalgia and 90’s culture with a spin on the song “Don’t You Forget About Me” by Simple Minds. Partnering with Billie Eilish’s music director, we choreographed a dance that was then made famous on TikTok.
Casting multi generational influencers from food, fashion, beauty and entertainment, we tapped into the fandoms surrounding the mall to create a rally cry inviting Gen Z’s (who are obsessed with the 90’s) to “MEET ME AT THE MALL.”
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