the taste
of victory

City Centre

Dubai is the city of malls and every mall wants every shopper to win big with endless promotions. During City Centre summer sales, we also made everyone feel like a winner,  but in a different way: we made them taste victory. With the help of a specialist in techno emotional cuisine, we created an ice cream that triggers in the brain similar feelings than when experiencing a victory or receiving a massive discount during our sales.

Shortlist, Loeries 2020. Outdoor, ambient.
Finalist, ICSC Mena 2019, Best Promotional Campaign..

Team

Agency
MullenLowe MENA

Client
City Centre

Creative Direction
Alfonso Arbós
Miguel Dianda

ACD
Filipe de Carvalho
Souliman Al Chair

Creatives
Silvia Carreño
Maricel Candido

Designer
Michael Logaring

Production
Epic