These characters were to be designed in a similar style to the car window stickers people were using.  The campaign required characters that are more elegant and refined as the target audience was an upper LSM target market.

Campaign objectives:

Increase footfall to the Shopping Center's various tenants.

Appeal to the strong family audience that frequents the centre.

Resonate with consumers through an emotive campaign that is centred around family.

Important aspects of the brief:

The Campaign needed to appeal to different ethnicities, particularly focused on the target area (South Africa - Johannesburg).

Characters were to be created relatively simple, so as to relate to the popular car window sticker designs