BIG

Challenge

Challenge McCann Copenhagen wanted to execute a creative campaign in connection with the opening of BIG Herlev's new shopping center in collaboration with citrus media. McCann had developed a storytelling for the concept, which was about the friendly monster BIG, which is the centre's trademark. A week before the opening, the story went that BIG had come out of the forest and into the city, where he left oversize everyday items such as a coffee cup, shopping bag, straws and clothes tags. The story was supposed to create wonder about what was going on around Zealand and therefore BIG was not revealed until later in the process.  

Solution In order to raise awareness about the opening of the centre, various oversize figures were produced and placed at Israles Plads, Gladsaxe Trafikplads, Glostrup Station and Herlev town centre. Here they could temporarily take pictures of the figures and get free coffee. In addition, the campaign was also launched on Facebook and Instagram, where the story of who BIG was continued with various video clips. 

Result: A total of 20 localized videos were produced for advertising on YouTube and 2 regional videos for advertising on Facebook. The video ads resulted in 6600 likes, 500,000 views and a reach of over 1.6 million.