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The trophy shelf of Viru Centre was enriched


Viru Keskus lineup of awards and accolades expanded with two victories and a record-breaking nomination at the recent Kuldmuna creative competition.

The Silver Egg was won in the category of Design Mastery – Photography, and the Bronze Egg in the Print Advertising category for the previous year’s most talked-about campaign, “Ehe püha” (True Holy), created by the long-time creative partner of Viru Centre, AD Angels.

“We approached Christmas from a slightly different perspective, aiming to remind that besides giving material gifts, this is also a time to look inside oneself. A time to think about loved ones and truly important things. It must be admitted that our ‘Ehe püha’ campaign sparked many conflicting opinions, but that is the essence of good and creative advertising. In terms of results, we can say that ‘Ehe püha’ digital campaign was one of our most successful, and in December of the previous year, we achieved a record turnover in the history of Viru Keskus,” commented Kristel Sooaru, Marketing and Communications Manager of Viru Centre.

Christmas is a time to cherish, gather, and gift warmth from special moments. Genuine moments. In the campaign created by AD Angels, one of the world’s most famous stories – the Christmas child – was intertwined with the world’s most famous jewel – Vermeer’s pearl earring. A dialogue between contemporary and historical, sacredness and our own lives took shape. The image of “A Man with a Child and a Pearl Earring” symbolizes timeless simplicity, echoing the truth that every genuine moment is sacred.

The creative team included Kärt Villman as the creative director, Jan Teevet as the copywriter and model, Kristi Pedai as the project manager, Iris Kivisalu as the photographer, Britt Samoson as the stylist, and Liisi Põllumaa responsible for the model’s appearance.

Viru Centre has now received nearly sixty awards and accolades, the latest of which include being named the Best Service Organization in the “Praise the Service Provider” campaign, and three awards from the Commerce Annual Conference, where the center was recognized with the titles of Commercial Achievement of the Year, Public Favorite, and Eco-Innovation and Future Solution.

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