Page 20 - Waterfall City Issue 4 April 2025

Waterfall City Lifestyle

Mall of Africa’s new
VIBRANT BRAND

CAMPAIGN

A ttacq’s flagship retail hub,

Mall of Africa, has unveiled
a new brand campaign
that embodies progressive
evolution. Crowned the country’s
“Coolest Mall” for the seventh
consecutive year at the 2024 Sunday
Times Generation Next Awards, Mall of
Africa continues to set the standard for
premium retail, style, and innovation.
This latest campaign reaffirms its
position as a leader in the retail
landscape, blending sophistication
and cultural relevance with forward-
thinking design to captivate and
inspire modern shoppers.

In line with Attacq’s strategic vision
for vibrant precincts, this campaign
strengthens consumer connections,
fosters engagement, and enhances the
Mall’s reputation as a key player in the
local retail landscape. The campaign
presents a fresh visual identity and
messaging that captures the Mall’s
essence as a destination where fashion,
beauty, culture, and unforgettable
experiences come to life.

Creative storyboard and
direction
The campaign celebrates Mall of
Africa as a global connector, where
African heritage meets international
style. Supported by Attacq’s strong
commitment to innovation and
aligning with Waterfall City as a
place of connection and commerce,
the culturally rich visuals and
contemporary aesthetics showcase
the Mall as a hub driven by African
excellence.
and international trendsetters. Bold A fusion of local and global
With dynamic, aspirational, and taglines and immersive video content brands
inclusive storytelling, the campaign blend South African identity with Mall of Africa presents a unique blend
aims to resonate with local shoppers global appeal. of local craftsmanship and global

18 Waterfall City Issue 4 2025