The International Council of Shopping Centers (ICSC) announced on April 10 the winners of the 10 major industry awards for the sector at the ICSC Latin American Shopping Center Awards. Multiplan won Gold for Marketing, through a campaign developed for the company's 40th anniversary. The VillageMall shopping center took Silver for Public Relations for its VillageMall VIP relationship program. The winners were honored during an awards ceremony at the RECon Latin America event in Cancun, Mexico.

The annual awards program recognized winners in 14 Gold  categories and 23 Silver winners. The competition received projects from the main players of the shopping center market, as well as developers, management companies, architects, designers and retailers from around Latin America. Multiplan, for winning Gold, is automatically entered for the next edition of the award, the ICSC VIVA Awards 2017.

The centerpiece of the award-winning campaign in the "Integrated Digital Campaign" category was a video produced to be aired on social media, which showed a group of children finding out what happens at the Mall when it is closed. Like in a fairy tale, characters in the world of imagination such as a witch, a fairy and toy soldiers handle the job of cleaning and maintenance of the mall, immersed in a magic atmosphere. The campaign, created by the Lápis Raro agency, was also winner of the Abrasce Prize in 2015. Check out the video below:

For its part, VillageMall in Rio de Janeiro won with "VillageMall  VIP," a relationship program where clients are invited to exclusive live experiences and privileges, such as a fashion consultant, previews of theater and cinema shows and VIP valet parking credits.

Check out the Awards ceremony below:

Founded in 1957, the ICSC is the global shopping center trade association. Its more than 70,000 members in more than 100 countries include shopping center owners, developers, managers, investors, retailers, brokers, academics and public officials.