city

At the heart of the campaign is the slogan “BACK TO CITY,” symbolizing a return to the vibrant urban environment and reentry into City Center One. The visual design, inspired by the iconic Route 66 to Las Vegas, captures the essence of travel and adventure. The style and mood of the images depict a family on their way back to the city, hinting at a fresh start and the exciting possibilities that city life brings.

At the end of summer, as students return to the city filled with new experiences, the "Popusti i Pokloni" (Discounts & Gifts) activation came to life, combining benefits with an emotional impact. We developed a comprehensive conceptual idea and designed a main visual adapted to various dimensions and formats of communication materials. Between August 26 and September 7, 2024, visitors who made purchases above a specified amount were rewarded with attractive gifts and special discounts in selected stores. The visual materials not only offered financial savings to customers returning to the city routine but also conveyed a relaxed atmosphere and an invitation to share their summer stories in a welcoming environment. This initiative provided City Center One shoppers with a smooth transition from the summer’s relaxation to school and work obligations.

Through the “Donesi i Ponesi" (Bring & Take) activation, City Center One shopping centers affirmed their commitment to social responsibility by encouraging circularity and solidarity among visitors. This initiative allowed students to bring in their used school bags in exchange for a coupon or gift. The need to refresh school supplies was transformed into a way to help those in greatest need. For each donated bag, City Center One contributed €10 to the Croatian Charity Institute, and school supplies were gifted to children in need. This activation not only promoted recycling and reuse but also strengthened the sense of community and support among visitors.

The “Back to City” campaign was incredibly successful. With both activations, we attracted a wide range of visitors and boosted foot traffic and sales in the shopping center. The “Bring & Take” activation, promoting sustainability and solidarity, exceeded all expectations in just two weeks: we collected a remarkable 944 used school bags! Consequently, the Croatian Charity Institute received a total of €9,440 to aid those most in need. This campaign enhanced the recognition of City Center One as a shopping center that combines entertainment, benefits, and social responsibility.