Simon Malls Follows 1st-ever Brand Campaign w/ Influencer-Studded Holiday Spot

America’s long-favorite hangout destination (aka the mall) is better than ever with 47% of Gen Z’s say they prefer to shop in-store over online.

To get in the holiday spirit and celebrate IRL shopping, Simon Malls (in collaboration with Simon’s AOR, SuperBloom House) has created a festive spin on its catchy “Meet Me at the Mall” campaign, which brings together Billie Eilish’s director and some of Gen Z’s favorite Creators to anthemize the many benefits of today’s malls.

The original :60 spot, which first ran in September, has garnered 140M impressions, 70M video views, exceeding TT, IG, CTV, YT benchmarks (500%) in just two months.
The new :30 second spot is a holiday-ified version of “Meet Me at the Mall” campaign, which serves as an invitation from Simon for everyone to gather in a place that has always brought joy, community, and memorable experiences.
The spot includes its original re-recording of “Don’t You (Forget About Me)” by Simple Minds with new lyrics celebrating the mall – “Won’t You (Meet Me at the Mall)” along with a sprinkle of jingle bells.

Filmed inside a Simon Malls location, the work features a unique cast of creators aimed to appeal to some of social media’s most popular corners:

Directed by Matty Peacock, known for the iconic Billie Eilish music video set in a mall, the innovative director brings pop culture along with a wealth of music knowledge from collaborating with artists like Selena Gomez, Carly Rae Jepsen, The 1975, and Gwen Stefani.

Matty is also a member of SuperBloom House’s Creative Collective, a membership program designed to foment an unexpected mix of creative talent that brand’s wouldn’t typically have access to.

This video-led campaign will run across Connected TV, TikTok, IG, and YouTube, and is supported and distributed by Influencers/Creators featured inside the music video.

CREDITS

Simon Malls
Lee Sterling – Chief Marketing Officer
Christa Dabkowski – SVP, Marketing and Communications
Enna Allen – SVP, Marketing
Lauren Lombardo – VP, Brand Management
Stephanie Jenkins – VP, Digital Marketing
Alex Delgado – VP, Creative
Nelson Catarino – VP, Media
Aundrea Kudrna – AVP, Brand Management
Jennifer Buker – AVP, Digital Content and Influencer Marketing
Maria Gregorius – AVP, Retailer Marketing
Holly Siegel – Senior Director, Copy and Creative
Len Maldonado – Director, Media
Patricia Gillenwater – Director, Digital Design
Emily DeTomaso – Manager, Consumer Brand

SuperBloom
Briony McCarthy- Chief Content Officer & Founding Partner
Tom Dunlap – Chief Content Officer & Founding Partner
Heather Pieske – Chief Creative Officer & Partner
AJ Gutierrez – Executive Creative Director
Christina Connerton – Creative Director
Nick Phillips – Executive Producer
Gregg Hirschorn – Head of Content Strategy
Lauren Elias – Talent Partnerships Lead
Sheena Wagaman – Post, Executive Producer & HoP
Lili Ramirez – Executive Producer, Post
Lindsey Nadolski – Sr Editor
Trish Nguyen – Assistant Editor
Kaitlyn Battistelli – Colorist, Ethos Studios
Brad Beasley – Audio Mix, Barking Owl
Sarah Vigil-Bass – Flame Artist
Quentin Perry – Business Affairs Director, Hailstorm

State Bird
Matty Peacock – Director
Alicia Martinez – Executive Producer
Alejandra Quesada – Line Producer
Michael Lanham – Production Supervisor
Marz Miller – Director of Photography
Cully Wright – Photographer
Micaela Taylor – Choreographer

Tags: campaign