Vivocity "Punch Buddies"

VIVOCITY "PUNCH BUDDIES"

THE BRIEF:

THE CREATIVE:

Vivocity is a vibrant, iconic, multi-experiential retail & leisure destination in Singapore. Its scale, architectural vision and precinct location are complimented by layers of experiences and lifestyle zones.

On the roof top of the mall, lies these colourful characters designed by Michael "Punchman" as a decorating piece since the birth of Vivocity. However, for over 10 years, these characters have long been forgotten and unknown to most shoppers as they don't have an identity, to begin with.

In conjunction with their 10th year Anniversary, Vivocity would like to introduce them as the face of Vivocity.

Celebrating Vivocity 10th Anniversary with an origin story of Punchman.

We created a magical story about how these characters are the guardians of the Vivocity throughout the 10 years where they have created memories and wonderful experiences.

These characters are named "Punch Buddies". Each of them is given a personality to personify the mall's identity & vibrancy through a warm content film on social media and in mall advertising.

Besides the content film, what's more, engaging than bringing these characters to live through mascots, mall installations, and other communication materials like souvenirs giveaways.