Ayala Malls Abreeza - Best Art Event

Company: Ayala Malls Abreeza, Davao City
Company Division/Group: Accendo Commercial Corp.
Company Description: Ayala Malls Abreeza is Davao's mall of choice for everyday pleasures in the heart of the city. As the first foray in Southern Philippines by Ayala Malls, the Philippines’ leading shopping center group, Abreeza brings to the region a superior mix of retail, dining, and entertainment choices; relaxing green spaces and lush landscaping; people-oriented spots and community-focused experiences, and top
Nomination Category: Event Categories
Nomination Sub Category: Art, Entertainment & Public - Art Event

Nomination Title: AYALA MALLS ABREEZA’S THE GOOD VIBES PROJECT: BRINGING BRIGHT COLORS TO BLEAK TIMES

The date on which this nominated production was first presented: February 25, 2021

Since its opening in 2011, Ayala Malls Abreeza has become a destination well-loved by the shoppers of Davao City. Part of Ayala Malls, the Philippines’ leading shopping center group, Abreeza brings to Davao’s customers an unparalleled mix of premium shopping, dining, entertainment, and leisure options, all set in a sprawling landmark that seamlessly integrates innovative design, refreshing greenery, and pockets of urban art featuring the work of local artists.

When the COVID-19 pandemic was declared in March 2020, a city-wide quarantine was enforced. Abreeza had to temporarily shutter most of its shops and say a momentary farewell to the shoppers it had welcomed for the past nine years. Even when quarantine restrictions were eased and people were allowed back into malls, a bleak atmosphere remained. As Abreeza entered its 10th year with Davao City still under quarantine, it embraced a new mission: to cheer its customers up in 2021.

Abreeza proposed The Good Vibes Project, an initiative that sought to refresh different areas in the mall. It had two goals: to attract people back to areas that had suffered a drop in foot traffic, and to impart “good vibes” to customers—good vibes they would then spread in their own circles. For the project’s first outing, Abreeza eyed a refresh for the open-air Roof Garden at the third floor. As a mall that had long supported local creativity by hosting art events and featuring local art in its architecture, the idea to create something beautiful and lively with the space appealed to them. They envisioned bringing good vibes to customers through a massive, colorful floor mural—the first of its kind in Davao City—where uplifting quotes would be scattered to inspire visitors to keep going despite challenges.

Abreeza sought out Davao-based artists who would be able to translate the youthful, uplifting feel they envisioned. They hired a team of young artists helmed by Resa Embutin, an illustrator making a name for herself locally for her whimsical artworks.

With a budget of PHP224,000, painting of the 6,884.90 sq. ft. space commenced on February 25, 2021. Even when painting was still ongoing, the project garnered great interest among followers online. Posts showing the work in progress garnered more than 2,000 engagements and over 33,000 reach per posting on Facebook alone. Followers left comments expressing their amazement and excitement and tagged friends to spread the word. The project also gained Embutin’s team public attention, with news outlets seeking to feature them.

Once the area was opened to the public on March 29, 2021, shoppers began taking pictures and videos onsite, striking fun poses or focusing on quotes that resonated with them. On April 5, 2021, Abreeza launched an Instagram contest that awarded shoppers with the most creative shots taken at the mural. The online content generated helped further spread the news about the project, and in so doing, helped spread the “good vibes” it sought to inspire.

Following the positive reception to the mural, Abreeza looks to revamp more mall areas under The Good Vibes Project. With each new refresh, Abreeza strengthens its commitment to its ultimate goal: to cheer up customers with every visit.

List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

Artists: Resa Embutin, Marielle Joy Carugda, Illian Carlo Augustus T. Ferrer, Fanny A. Nonong, Cleoh Jouise Sayago, Boylin Poral Jr., Samuel Embutin

Photographer/ Videographer/ Editor: Zion P. Mak

Drone Operator: Clark Ramos