Leading UAE Mall launches new brand campaign

The premier mall which has just completed phase 4 of its development is now home to 225 shops and over 1,000 leading fashion brands. The new campaign uses luxury styling and an energetic motif to illustrate the sheer volume and variety of international brands available at Wafi, many of which are exclusive to the Mall.

Jocelyn McBride Marketing Manager, Wafi Mall commented, "The campaign reflects the cutting edge fashion available at the mall - from couture through to indie-brands whilst the creative dynamic of the advertising mirrors the energy and style of the labels. Quality, international models were used during the shoot to emphasise and reiterate the 'Class A' status of the Mall."

The campaign is the work of advertising agency Grey Worldwide who won the account in July amidst several competing agencies. Continuing McBride commented, "We are very excited to be working with Grey - they have a great reputation in the region for delivering top quality results - the work they have done to date and the positive feedback expressed about the campaign has more than satisfied our objectives"

The campaign was shot in Cape Town, South Africa and features four women, one representing each season of the year. Combining colours, textures and movement the creative element is powerful yet enticing.

David Finley, Client Services Director, Grey Worldwide said "The rational behind 'Let Yourself Go' is to appeal to the confident nature of consumers, encouraging guests of the Mall to treat themselves, not from necessity but rather from desire because in Wafi Mall you can literally 'Let yourself go'."

The campaign coincides with the introduction of several new heavyweight retailers at Wafi including Marks and Spencer's, Exte, Versace, and Zilli to name but four.