Globus shopping center. New arrivals campaign. Everyone knows about Globus, but few people can say the brands it represents. This was the main problem and we were to solve it. Where to start? What is unique about this shopping mall? No reason to advertise Globus itself, so we decided to talk about the brands diving into it. Simple and clear strategy — we announce every new brand arrival to invite people it check them out. The concept: This is how new brands appear to be inside the Globus — they arrive through fancy looking portal. This arrival connects consumer’s emotion and rational qualities of the brand in a very simple way. The shape of the portal resembles the Globe — the origin of the Globus brand name. However, this is not a sphere anymore. Some people called it The Portal from the Future, which works good for the brand as new trends provider.