Print Campaign for WAFI Mall, a fashion and retail destination in Dubai
WAFI Mall is one of the first fashion and retail outlets in Dubai targeting women. Because Dubai does not have shopping streets or real downtowns, people hang out in shopping malls. Their wide selection of luxury fashion and retail stores was the ideal destination for multitasking women.
We wanted to dramatize the energy of shopping in a mall with so many possibilities and options. So, we created this quirky visual campaign, featuring these “multitasking” women. The interesting bit was the visual tricks in the print ads: How many legs does she have? It basically made people take a second look and notice. The campaign ran on billboards and in magazines.
(We worked on this project for GREY)