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For the annual charity fundraising Wafi Ramadan promotion, and in conjunction with Lammtara Pictures, we brought the popular FREEJ animation series to life at Wafi through a mall-wide promotion using the characters and iconic elements of the series. We were responsible for the design, fabrication and installation of the promotion, which included the following elements:

• A giant, themed board-game in the main atrium
• Re-creation of the FREEJ house, scaled to life-size, featuring models of the popular FREEJ characters
• Themed ceiling decorations throughout whole mall
• A fun and novel competition format with 3D models of one of the main characters hidden around the mall
• FREEJ TV house where families and children were able to sit and watch the popular animated series on a large-screen TV
• Photo opportunities with the characters
• Silent auction of limited-edition, signed Freej art
• Fun and educational interactive displays
• A magnetic sticker wall for children to create their own scenes

In addition to this we coordinated the design, fabrication and installation of nine merchandise kiosks from which licensed FREEJ products were sold. A percentage of the income generated from both sales and activities was donated to charity. Guests at Wafi were also treated to exclusive “meet & greet” opportunities with the walkabout life-sized characters every weekend in Souk Khan Murjan.