Multiplan

At Multiplan shopping malls, the attention to detail is such a striking feature that it leads people to believe that anything can happen in them. That is the feeling exploited in Multiplan's 40th anniversary celebration campaign, created by Lápis Raro agency. "Enchanting and entertaining has always been one of our company's goals, even when it was not the trend of the market and communication linked to retailers was more impersonal. We are reflecting the reality of our daily lives in a complete playful way" says Multiplan marketing manager, Rodrigo Peres.

To produce the anniversary campaign, children of different ages were invited to answer the following question: "What do you think happens at a mall after people leave?". This same group was taken to visit a mall at night.
 
The action was filmed in Belo Horizonte and involved approximately 200 people. "We created a magical environment for children by associating Multiplan employees with fantastic characters. In this way, apart from playing with imagination, we also value people who work every day so that everything is perfect," says art director Vitor Quinet. By visiting the malls - outside the traditional working hours - the children were surprised by a witch sweeping corridors, stilt acrobats cleaning windows, acrobats waxing the floor, tin soldiers "winding up" escalators and a fairy spraying perfume in the mall, among other attractions.

The action will run on Multiplan’s social media channels and magazine ads. In addition, Lápis Raro agency has created a hot site (www.40anos.multiplan.com.br), which shows a timeline linking the most remarkable moments of 40 years of the company’s history to historical facts related to technology, fashion and sports. The campaign will run from April 13th.