Some brands make cities iconic, like Maybelline New York or Rimmel London. So, why not make a shopping mall as iconic as the city itself? The Fall/Winter 2025 campaign for Alto Palermo Shopping, part of the IRSA group, positions Buenos Aires as a fashion hub and Alto Palermo as the perfect place to find the latest trends.

 

From concept to post-production, CROING crafted a campaign blending trend elements like oversized marketing—a well-known strategy in top U.S. brands—and a styling that merges global and local influences.

 

The concept, "Lo que viste Buenos Aires, lo viste en Alto Palermo/ Spotted in Buenos Aires, found at Alto Palermo.", is a play on words that invites people to not only look but also wear looks that combine global and local brands. Ideation and strategy emerged in NYC, while production took place in Buenos Aires.

 

The campaign included outdoor advertising, in-mall communication, commercial capsules, and social media content, with photos and videos that highlight the city’s dynamic vibe, always referencing Alto Palermo directly.