The “Small Moments” campaign of Ayala Malls produced by MRM//McCann is a brave material. The whole set is taped on miniature-scale models of the Ayala Malls making it an adventure visual eye candy.
The campaign launches the newest tagline of Ayala Malls: “Awaken Amazing.” It conveys that small moments do not necessarily equate to insignificance but it has all the potential to be extraordinary and amazing. The work, while brave and fresh, also follows in the footsteps of Ayala Malls’ history of beautiful visual campaigns set against timeless music, dating back to their “Waters of March” piece.
“Ayala Malls’ Awaken Amazing campaign is an invitation to everyone, encouraging them to rediscover how small moments can make life amazing. The kind that one can only experience within the world of Ayala Malls.” Shares Eunice Velasco, Ayala Malls Marketing Director. “This charming film hopes to bring these moments to life in a fresh new way.”
This world-class material was directed by Joel Limchoc. Each miniature that went into individual scenarios were brilliantly crafted and shot by the Cirkus New Zealand team. The song, “God Only Knows” by the beach boys was rendered beautifully by Hit Productions.
“More than anything, we wanted to capture the innocence of simple situations,” mentions Film Pabrika director Joel Limchoc. “We opted for simple snippets of life that represent joy in its magical realism form. By using miniatures, we eliminated variables otherwise present in usual spots and stripped them down to their most basic message.”
MRM//McCann is known to simplify the complex but still standing out from what is usual. Manny Fernando, MRM//McCann Managing Director shares, “The team was really excited working on this new campaign. We had to ensure that the image of an established brand like Ayala Malls can be seen in a very refreshing way. Our client was brave in allowing us to do a different story telling which aims to connect to its audiences. This is a start of a new way to experience the brand moving forward. There is more to come as we roll out the efforts in the next few months.”
Watch the video here: