DFO Shopping Centres

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Integrated brand refresh campaign for discount shopping centre chain

Over time DFO Shopping Centres have matured into a thriving retail destination for smart and savvy shoppers wanting to bag a bargain from leading Australian and International fashion brands.

To address its passé image and perception of ‘cheap’, the following campaign was developed to raise eyebrows and raise awareness of the arrival of DFO brand as a trendy place to shop with fashion credentials.

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Agency: Frontier Advertising
Creative Director: Warren Michael
Art Director: Ashley Braun
Copywriter: Monique Aidone