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A l’occasion de son premier anniversaire, le centre commercial Rennes Alma (Unibail Rodamco) inaugure une nouvelle campagne de communication (réalisée par l’agence BETC) qui se décline en affichage, presse, radio et street marketing. Le plan média a été orchestré par Havas Média Nantes. Développant le concept « Unexpected shopping », les visuels mettent en scène des personnages revisitant les costumes traditionnels bretons, notamment la coiffe bigouden. Directrice d’Alma Rennes : Gaëlle Aubrée.

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