The Dubai Mall — #TDMbearhug Activation
Idea:
To create an instantly shareable experience, I designed an Instagram photo booth featuring an iconic, life-sized teddy bear. The concept was simple yet powerful — a playful installation that invited people to take photos, hug the teddy, and share their moments online. What began as a family-friendly attraction quickly became a hit among all audiences, including men eager to join the fun.
Result:
15% increase in Instagram followers within just 10 days
3,000+ photos shared using the hashtag #TDMbearhug
This project demonstrated how a simple, emotionally engaging idea can drive strong digital impact and memorable brand interaction.
