The Plaza

branding, photography, video

  • The Plaza wanted to boldly grow its foothold in rural Manawatu by establishing it as the shopping destination, with an emphasis on flagship fashion stores. Imagic devised a tongue-in-cheek storyboard to create a stir. The pitch involved iconic, powerful and sexy Plaza women who know the secret of good shopping. 

    Luxury featured heavily, with sumptuous backdrops and references to diamonds and classic cars and a splash of brooding male sex appeal. 

  • This new creative was heralded with the traditional, interruptive media of billboards and regional TVCs.

    Imagic set out to make an impression and it worked, with the campaign becoming a talking point in a strong farming town where, according to the citizens, they do fashion just as well as the city. 

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