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Traffic signs with unexpected messages serve as visual cues in a breaking print campaign for Boston’s Copley Place shopping mall.
“We wanted to position Copley as the definitive place to buy fashion,” said Gary Greenberg, co-chairman, co-creative director at Greenberg Seronick O’Leary & Parterns, the Boston agency that has handled the account for the past four years. “They look at themselves as a fashion mall.” Copley Place is known for high-end stores such as Neiman Marcus and Tiffany & Co.
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