BIG Shopping Center

Challenge

Challenge BIG Shopping Center wanted to raise awareness about the opening of their new shopping centre, where the shops are generally larger than in other centres.  

Loosenothing In collaboration with McCann Copenhagen, a campaign concept was drawn up for the opening. A fictional story was developed around a big and cute monster "BIG", who normally lived in the forest, but now he had come into the city. He walked around and left some of his things behind - eg a large straw, popcorn cup, shopping note, coffee cup and a large shopping bag which he had put on top of a car. The story went that no one knew what was going on in the cities he visited, and no one had actually seen him. Little by little, the monster BIG was revealed towards the opening and now he is the centre's mascot. BIG visited Israels Plads in Copenhagen, Gladsaxe, Glostrup and Herlev, where passers-by could see all the great things he had left behind. In addition, a coffee van was set up which offered free coffee to everyone in BIG logo cups. For the campaign, three additional videos were made for Facebook, which showed how people wondered what and who the big monster was – without revealing BIG.