A warm campaign for Kyiv’s River Mall

Underdog Agency created a warm and cozy campaign for Kyiv’s River Mall during the mid-season period. The campaign, titled «Autumn Emotions», conveyed the atmosphere and pleasant mood of autumn through items, their textures, and the River Mall’s locations. The concept centered on three quintessential autumn materials: denim, leather, and cashmere.  

Textures became the backdrop for billboards displayed throughout Kyiv. These visuals were simple yet relatable to everyone. A quick glance around the city reveals someone in jeans, a leather jacket, or a cozy cashmere coat.  

Instead of loudly promoting discounts or updates, the creative team focused on visualizing textures and embedding meaningful messages into the campaign. They highlighted three key sentiments:  

— Hugs with loved ones are warmer than any coat.  

— Waiting out the rain at the food court with friends.  

— Golden sunsets by the waterfront.

The text captured the essence of autumn, emphasizing rainy weather, golden evenings, and the warmth of hugs, all while subtly referencing River Mall. The message «Waiting out the rain at the food court with friends» pointed to the mall’s expansive food court, known for its diverse dining options.  

Additionally, «Golden sunsets by the waterfront» referenced River Mall’s picturesque promenade, featuring stunning views, spacious seating areas, and an enchanting sunset backdrop.  

This comfortable and emotional campaign resonated not only in offline spaces but also complemented River Mall’s communication on social media, adding a touch of warmth to the season.