A&S – Westfield

Challenge: Create the rebranding campaign from Parquesur Shopping Center to Westifleld Parquesur

In Spain, people are not particularly good at memorizing and pronouncing foreign words. We knew that even if Parquesur changed its name, Spaniards would call it whatever they wanted. So we decided to turn this handicap into a communication advantage that, through humor and memorization rules, would make people remember and emotionally connect with Westfield. 

To achieve this, we communicate a very clear message