Fast & Joyful at Mall Markovo Tepe

When it comes to creating mall campaigns, nothing is more exciting and colorful than diving into the adventure of delighting our youngest audience—children—by bringing to life everyone’s favorite campaign for International Children’s Day. This year, we came up with something truly unique and incredibly creative in both concept and execution.
Keep reading, because we’re about to share all the details behind our idea.

Insight
Once we gathered for our favorite part—the brainstorming session—we started thinking about what would truly bring joy to children. The truth is, with each passing year, it becomes more and more challenging for us creatives to come up with something innovative and different for June 1st. We brainstormed, debated, explored—and then it hit us: as a team full of film buffs, we realized that the latest installment of the iconic Fast & Furious franchise was premiering right at that very moment.

And that’s when the idea struck us—why not combine the festive spirit of Children’s Day with the buzz around the movie premiere? Why not capture the essence of Fast & Furious in a way that would be even more joyful and exciting for kids? That’s how our insight was born: to create a real-time campaign that blends the popularity of the film with the joy and playful competitive spirit of the youngest audience.

Creative
As soon as we refined the insight, the creative concept followed naturally. Our slogan, “Fast & Joyful,” was a direct nod to the film Fast & Furious. But “Fast & Joyful” wasn’t just a clever wordplay—it creatively connected the two main sources of inspiration behind the campaign. It captured both the high-energy vibe of the movie and the emotions of every child dreaming of their very first car.

Once we finalized the insight and the creative concept, we knew the prize had to align with the overall theme. We chose the prize to be a BMW M3 Monaco, a dream car for every little racer.

For the visuals, we went with a playful, child-friendly style, positioning the prize as the central element. It not only tied perfectly into the core concept of the campaign but also showcased the actual reward that participants were competing for.

Mechanics
To participate in our commercial campaign, customers needed to make a purchase of a specified amount at the mall and register their receipt at the information desk. With each registration, they earned a chance to enter the raffle and win the grand prize—the BMW M3 Monaco.

The Children’s Day campaign was a true celebration for both our young and older fans. Inspired by the energy of the movie and the spirit of childhood excitement, we created a campaign that not only captured attention but also provided unforgettable moments for all participants.

We couldn’t be prouder of how we successfully combined creativity, current trends, and a strong mechanism into one real-time campaign.

Keep reading our blog for more exciting surprises from the fast-paced world of creativity.