The Project:
Print ad studies for Cartimar shopping center developed in 2001.
Design Notes:
Cartimar shopping center in Pasay City began its life as an “International Shopping Center” in the ’70s (it was I think), boasting the best choices of imported food, clothing and general merchandise – at bargain prices. With the advent of the air-conditioned, multi-storey mall and the flood of imports from Doritos to Dockers everywhere, it had been relegated to cheap bazaar status – settling into a niche as a shoe, bicycle and pet shop haven.
See it here: http://wikimapia.org/258306/
The client called for low-budget print ads that specifically targeted its new niche market, as well as reminded the reading public of its address – far beyond the new centers of commercial activity.
A sample.
At the pitch, the client’s take on “low budget” was made clear: not enough money for color. Understood.
Further presentations saw the client’s ad budget spin down even lower, until -
What Happened:
The campaign was cancelled.
Credits:
Creative Direction: m
Art: m
Copy: db
