Veduccio Goes ‘Beyond Shopping’ for Mall Client

Veduccio & Partners has unveiled an ad campaign for the Mall at Chestnut Hill that introduces the tagline, “Beyond shopping.”

The print effort is intended to market the Newton, Mass., shopping center’s upscale retailers—Barney’s New York, Bloomingdales and others—to wealthy suburban consumers who shop at competitors such as the Copley Place Mall in downtown Boston.

Three print ads feature young models attired in fashionable clothing and challenge consumers to “Guess again” where the women may have purchased their outfits. “Harrods? Bergdorf Goodman? Le Bon Marche?” asks one ad. Another reads, “Rome? Paris? New York?”

Text at the bottom of each execution reads, “Fashions from Barney’s New York.”

The creative strategy, according to agency president and creative director Russ Veduccio, is to illustrate the apparel selection at the mall, rather than simply provide a listing of stores.

“Shoppers will get a sense that this is a different place,” Veduccio said. The campaign will run throughout the winter, mainly in Boston Magazine and Concierge.

Creative credits include copywriter Paul Mahoney and photographer Joel Benjamin; Verduccio also served as co-copywriter and art director.

The Boston shop has been working for the mall’s parent company, S.R. Weiner, Boston, since its inception six years ago. Weiner operates shopping centers in Massachusetts, Maine and New Hampshire.

Earlier this year, the Boston shop broke a TV campaign for Weiner with the tag, “You’ll feel good inside.” That effort targeted patrons of the company’s other malls, touting their commitment to convenient, family-friendly shopping.