To build excitement for a redevelopment that included 30 new stores, a new food court and a unique in-mall Heritage Museum, we developed creative that extended the redevelopment theme, "The Colour of New." The visual device for the campaign used an oversized paint brush, with the bristles replaced by products representative of the new offerings at the mall. These graphics were carried across a wide range of applications. Result? 100% of retailers exceeded their sales projections during grand opening month!