AEON MALL BINH DUONG

9TH Birthday - 2024

DESCRIPTION

Our team received a brief from AEON Mall Bình Dương Canary for their 2024 social campaign, focusing on their 9th anniversary as the year’s highlight. The campaign aimed to celebrate AEON Mall’s 8+ years in Vietnam, emphasize customer experiences, and introduce new offerings for the 9th year.

We proposed a campaign with the theme "One Destination, Millions of Joys," led by CABI, the mascot. Activities included a journey video, a photo contest, a rewards program, and customer appreciation events, all designed to celebrate AEON Mall’s legacy, engage customers, and excite them for the future.

ROLE

Idea proposal

Sketching key visual

Photoshoot manage

Illustration

Design 2D

CREDITS

Khanh Truc, Art director

Huong Phan, Senior Design

Kien Nguyen, Photographer

Nam, 3D Building

Tho Pham, Copy

Quynh Thai, Content

Chau, My Quynh Account

KEY VISUAL

>>9th birthday

The idea of CABI holding a birthday cake to celebrate AEON Mall’s 9th anniversary. The concept includes four groups of people representing fun activities—shopping, dining, entertainment, and leisure—showing joy and energy. Using 3D-rendered images of CABI, combined with real-life model shots from an ankle angle, to create a dynamic and friendly visual. This approach aligns with AEON Mall’s existing fanpage art style and provides versatile assets for social media posts.

KEY VIDEO

>>9th birthday

The video will focus on AEON Mall’s 9-year journey, with CABI enjoying new experiences at the celebration. For the art direction, I proposed a mix of 40% human footage, 50% scenic shots, and 10% graphic illustrations. This composition aligns with AEON Mall’s current style, using pink tones as the dominant color to maintain visual consistency with the brand’s existing art direction.

SOCIAL POST

>>2024 fanpage

For AEON Mall’s 2024 social posts, each special occasion will feature a unique color tone, aligned with the branding guidelines. This approach ensures that every post is visually distinct while maintaining consistency with AEON Mall’s overall brand identity.

Lessons Learned

Here are the key lessons I learned from this project:

  • Creative Idea Development: I learned to translate ideas into activities aligned with campaign goals.

  • Balancing Creativity and Feasibility: I integrated elements like CABI, fun activities, and brand colors to create an engaging, on-brand campaign.

  • Collaboration: I worked closely with photographers, 3D designers, and event teams to ensure smooth execution.

  • Image Direction: I maintained a consistent visual direction across both offline and online activities.

  • Time and Resource Management: Managing tight deadlines and resources improved my efficiency.

  • Communication and Presentation: I honed my skills in presenting and communicating ideas effectively.

These lessons have been valuable for my growth in future projects.

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