Como você vive seu dia a dia?
O que acontece, às vezes ou sempre, que te faz realizado, feliz ou, simplesmente, ser? O que seus hábitos contam sobre sua personalidade? Que história seus objetos contam sobre você?
A campanha 2018 do ParkShoppingBarigüi nasceu da busca por essas respostas. A gente queria saber sobre essas narrativas que circulavam dentro do mall. Sobre os objetos, sobre o comportamento e sobre como todo mundo tem seu estilo próprio de experimentar a vida. Queríamos entender sobre a rotina, sobre a troca de percepções, sobre os movimentos do mundo e sobre como todos nós estamos mudando, construindo novas conexões, novas ideias, novos interesses, novas relações.
Aprendemos com as gerações: Baby boomers, X, millennials, Z e até mesmo com a alfa. Aprendemos com os hobbies, com as práticas, com as visões e perspectivas, com as habilidades, com hábitos de consumo diferentes.
Por fim, chegamos nesse caminho. Um conceito que, acreditamos, evidencia a personalidade de todos e de cada um ao mesmo tempo. Uma abordagem bem-humorada e otimista de ver gente diferente convivendo no mesmo espaço, físico ou virtual. De ver gente real e feliz. Por que retratar sempre um mesmo perfil de mãe, pai e amor, quando existem tantos outros por aí? Por que não falar das mães distraídas? Ou das imprevisíveis? Por que não ir além do amor romântico e falar de crushs? Dos dates? Por que não lembrar dos pais que não usam gravata? Ou dos pais que fazem maratonas de seriado?
A partir dessas provocações, idealizamos uma campanha que pudesse refletir essas vidas mais urbanas, cosmopolitas, culturalmente agitadas e socialmente diversas. Queríamos representar um pouco mais da identidade de todas as vidas que acontecem no shopping. Ser um retrato mais fiel e plural das tantas pessoas que escolhem experimentar, conviver e viver ali.
Porque o ParkShoppingBarigüi é, enfim, um espaço que promove essas trocas incríveis. E coisas incríveis acontecem aqui.
:)
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