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    Press and outdoor campaign for Mall of the Emirates, Dubai.
Dubai's Mall of the Emirates, one of the most desirable shopping destinations in the Middle East, underwent a 2-year redevelopment program aimed at expanding the mall's offering of high-end fashion and F&B outlets. The construction took place within the mall by demolishing a popular fountain and courtyard. The challenge was to reverse the potential negative public sentiment by focusing on what's to come. The campaign includes the creation of a more sophisticated expansion of the brand, giant posters to hide the construction area, print and signage.