If KIABI is now in one of the most central and widely visited locations on the island — and with its biggest store yet — it naturally becomes part of more people’s everyday lives. Not only because it now has a wider presence across the island, but because the brand is made for the whole family, all sizes, all styles, and at great value.
So, we built the launch around that insight: of course everyone will be wearing KIABI.
The line “You too, KIABI?” became a friendly, familiar invitation that captured this feeling — led by local ambassador Pan Dragomir, whose tone matched the brand’s simplicity and ease.
The campaign rolled out across TV, radio, OOH, digital and in-mall activations, using the same simple idea to meet people wherever they are — just like the brand itself.
