Mall Together Now
Samsung was looking to feature their phones and tablets in an experiential holiday campaign celebrating the power of doing good.
Abandoned malls are often left doomed to a life of smashed glass and slow atrophy. Milwaukee’s Northridge Mall had been closed since 2003. But thanks to a team effort from HĒLŌ, Adam Eve / DDB NY Samsung and YouTube personality, Casey Neistat, the abandoned space was transformed into a winter wonderland - complete with gingerbread house, ice skating rink, a sledding hill, snowboarders performing tricks down an escalator…and Neistat himself dressed like Santa.
Welcoming 100 children from the Boys and Girls Clubs of Greater Milwaukee into the magical space, HĒLŌ worked alongside the kids on holiday video documenting their wonderful winter playground. The festive experience was then showcased on Neistat's YouTube channel, garnering millions of views.