Mall of Endless Possibilities — 20th anniversary

A six-week anniversary campaign from September to mid-October 2025 built on nostalgia and innovation, marking twenty years of the mall and repositioning it as the Mall of Endless Possibilities. It carried a Bandaloop aerial performance, a Global Runway in the rebranded Fashion Dome, an AllSaints Customisation Lab pop-up and a 20x points offer on the SHARE loyalty programme, with lifestyle influencers recruited as friends of the brand.

The brief

Dubai shoppers and visitors, as Mall of the Emirates marked twenty years and moved to a new positioning.

The idea

A six-week relaunch, renaming it the Mall of Endless Possibilities, combined a Bandaloop aerial show, a Global Runway in the renamed Fashion Dome, an AllSaints customisation pop-up and 20x SHARE points.

What to borrow

An anniversary can carry a repositioning when it pairs nostalgia with new things to do on site, giving people reasons to come back.

Brand	Carrefour
Agency	Memac OgilvyAgency not named on the source
Talent	Not named
Channels	TV, radio, digital, social, on-ground, in-store
Source	Campaign Middle East