An “Extraordinary Christmas” in Budapest

Arena Mall

Creativity & Production

Arena Mall is the biggest and most prestigious retail destination in Hungary. For this year’s Christmas campaign we wanted to stand out from all the other malls in the city by taking a brave departure from the usual seasonal cliches.

Our creative direction highlighted that Christmas 2020 was “Extraordinary” for very positive reasons at Arena. Our creative Director Damian Smith explains: “The idea of Christmas viewed from a different angle became the central proposition of the campaign. We brought in renowned Hungarian fashion photographer Istvan Labady for a stylish photoshoot with “Extraordinary Christmas” becoming the lead headline, which underpinned the campaign. Fashion models are seen interacting with the seasonal backgrounds, which include famous Hungarian landmarks. This all gives an unsettling, playful and eye-catching sense of scale.”

The campaign is currently dominating Out Of Home advertising across Budapest with quirky bus stops and digital ads bringing the theme to life. A further extension of the campaign across social media allows shoppers to photograph themselves within specially creative room-sets which reflect the campaign imagery.


This latest Christmas campaign for Arena Mall follows our previous creative work for the centre, which recently won a European Marketing award for advertising effectiveness.

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