#MullenLoweMENA

[campaignsoftheworld]

World’s first fashion show on Google Street View by City Centre Mall

World’s first Fashion Show on Google Street View by City Centre Mall combines fashion and tech to show real fashion is found on the street. City Centre malls, together with MullenLowe MENA, recently executed an action-grabbing digital campaign using Google Maps as a platform to generate awareness for City Centre’s new Autumn/Winter 2019 fashion collection. The brand “hacked” Google Maps’ street view feature, replacing the original content in the location of Deira, an iconic Dubai neighbourhood, with images of a catwalk and models showing off the new collection. Shot near City Centre Shindagha with a licensed Google 360 photographer, the digitised catwalk is now exclusively viewable on Google Street View and portrays the collection to shoppers in a truly immersive way. The stunt-activation was executed as part of City Centre’s ‘Stay True’ AW19 campaign, which encourages people to stay true to themselves and promotes ‘real fashion for real people.’ The activation helps the fashion line stay true to its human-centric and community-focused identity by featuring customers scouted from the surrounding communities. It aims to generate content that engages and resonates with City Centre customers. The Autumn/Winter collection 2019 shows off looks from mall tenants including Desigual, Okaidi, Vincci, Parfois, Aeropostale, LC Waikiki, Garage, Levi’s and H&M, which can be seen across the various viewpoints represented on Google Street View. Rima Chammas, Majid Al Futtaim’s Senior Marketing Director – Properties said: “We’re excited to be driving the industry forward by innovatively merging fashion and tech while celebrating streetwear. Credits Agency: MullenLowe MENA, Dubai Campaign: Fashion Show on Google Street View Client: City Centre Mall, Majid Al Futtaim Creative director: Alfonso Arbós Copywriter: Silvia Carreño Art Director: Maricel Candido Motion designer: Jose Basug Group Account director: Rami Ghanem Account Manager: Amina El Ashry Tags: City Centre Mall, MullenLowe MENA, Majid Al Futtaim, Google Street View, Technology, Innovation, Fashion Show, Fashion Show on Google Street View, Google Street Fashion Show, Outdoor, OOH, Best use of technology Read the full article

[rodgerbeekman]

Unstoppable talent. So proud of you. Go make it big. @tingnishant @mullenlowedubai @mullenlowemena #whosaiditfirst #proud #talent #master (bij Utrecht)

[bee-media-production]

LAZURDE 14K Bridal Collection from Bee Media Productions on Vimeo.

Agency: MullenLoweMENA Director: Hussein Shaaban 1st AD: Asia Head of production: Moustafa Salah Producer Zeina Amr Eissa Line Producer Mohamed Saeed Production Managers: Hisham Badra and Hamza Ashraf DOP: Ahmed Youssef Photographer: Batool Al Daawi Art Director: Islam Hassan Prop Master: Taeima Stylist: Ahmed Allam Assistant Stylist: Yasmin Post production: BEE Media Productions VO: lobna Wanasa Music Composer: Khaled Al Kammar