In 2005 we got the challenge to create and maintain the brand of shopping centre Field's. The objectives were to be the second choice within a 50 minute drive, take customers from Copenhagen city centre, and to be in the top 5 of places to visit when people come to Copenhagen from Jylland and Fyn.
People choose a shopping centre based on convenience, and some of the most significant criteria are the mix of stores, food options and accessibility. Still, we needed to think innovatively and follow the tendencies in the market while staying true to company values.
The concept was built on brand characteristics (international, diverse, quality, spacious, innovative and courageous), and led to the TVC campaign “Come Together”. Here, we showed people with a personal expression, models as well as people found on the street, always together with others in a feel-good atmosphere to the sound of the famous Beatles song Come Together.
Field's is still the leading shopping centre of Denmark.