Singapore – Ayala Center Cebu, one of Philippines finest shopping malls has appointed CRUSH Philippines as their creative agency to promote their ‘Think Pink’ campaign for the second time round. The win comes after the success of ‘Think Pink’ in October 2008, also handled by CRUSH.
‘Think Pink’ is an awareness campaign that indirectly supports the Breast Cancer Campaign sponsored by Rotary Club and directly promotes the importance of wellness and living a healthy lifestyle. The idea aims to serve as a wake-up call for everyone and stems from the concept of being in the ‘pink of health’ by promoting a holistic lifestyle through good food, great fashion and healthy living.
The month long campaign saw a variety of events in 2008 such as a ‘Look Good, Feel Good’ workshop, Live Concert, Fashion Show showcasing pink gowns over dinner, ‘Advocates’ Expo and a Style Guide inspired by pink hues.
Attesting to its success, the campaign was also awarded by the International Council of Shopping Centers (ICSC) in 2009 in the category of Community Relations.
Joy Polloso, Division Head of Ayala Center Cebu said: "We wanted to work with an agency with fresh executions. We didn’t have any pre-conceived idea when we were developing the concept that ‘Think Pink’ would qualify as entry to the ICSC Awards. In the end, the execution in its artwork, copy and over-all communication, delivered the mind and soul of the campaign, thanks to CRUSH. We look forward to working with them again this year".
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Ayala Center Cebu is a large shopping mall at the Cebu Business Park in Cebu City, Philippines. It is the first Ayala Shopping Center located outside Metro Manila. It was opened in 1994, and is managed by Ayala Malls. Ayala Center Cebu offers only the best shopping, dining, and entertainment experience complemented by the surrounding greenery.
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