The development follows a multi-agency tender for the business, which M&C Saatchi declined to take part in after handling the mall’s launch campaign last year. 291 Melons will launch a new campaign for Elements this summer.
The unit describes itself as specialising in art collaboration, media planning and creative development. “291 Melons aims to create the mindset that art happens everywhere, and can be created and transformed by anything with any kind of different medium, with creativity and imagination,” said McCann Erickson Guangming business director Alexis Chiu.
“We hope to use art and other special creative collaborations to help the Elements brand capture a more unique premium shopping malls market position, and of course to boost footfall and revenue.”
