As the “go-to” centre in Central Alberta, Bower Place sought a rebrand to express its leadership position and personality in a fun way to help protect its enviable market share. With a relatively young shopper base, we helped Bower Place communicate that it has “the answers” to shoppers’ needs through engaging and playful questions, bold visuals and a strong call to action wherever possible. Result? Since the rebrand launch, many objectives have been met or surpassed, and the target “loves the energy and youthfulness” of the approach—an approach that breaks the mold of traditional shopping centre advertising!