Award: CAMPAIGN CATEGORIES \ C01. Best Arts, Cultural & Entertainment Event

The “MCP x MOSTown x LEGO® Lucky Up New Year” campaign reimagined festive mall celebrations by blending traditional Chinese New Year symbols and cultural relevancy with LEGO® creativity. Shoppers were immersed in vibrant and visually captivating installations, playful interactive workshops, and themed activities that encouraged and fostered family participation and joyful exploration. Exclusive tenant offers and cross-mall collaboration amplified engagement with target audiences, further enhanced the positioning of MCP and MOSTown as dynamic community playgrounds. The campaign is a testament to the power of collaboration, which successfully delivered tangible business results and traffic, memorable experiences that strengthened shopper connection, enhanced seasonal atmosphere, and showcased innovative brand partnerships.