Barricade Update February 28, 2018

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1 BRAND & CREATIVE STRATEGY Barricade Update February 28,

2 THE LOW DOWN 2018 GGP BARRICADE PROGRAM OVERVIEW IMMEDIACY MEETS FORM FACTOR ALL IDEAS AVAILABLE IN ALL THE FEELS CAMPAIGN OR GENERAL GGP BRANDING 01. IMMEDIATE / OVERNIGHT - BANDAID Foreground T-Stands in front of rolling gate or in windows Background Option 1 / Sintra Board Background in windows (preferred*) Option 2 / Black Pipe-and- Drape Curtain 02. TEMPORARY Rolling Gates / New Panel Curtain Solution (styrene and hook) Rental Barricades / New s either ordered on reposition able vinyl or adhered to sintra board for removing/reusing Glass / Graphic Band or cutout vinyl foreground, Sintra Board* or Curtain Background 03. SEMI-PERMANENT TO PERM New s All the Feels Campaign monochromatic GGP Black and White Designs Cat Coquillette Selfie / Inspirational Designs Paint by Numbers Murals for Local Activation (to be tested, and can be generic or hyper localized depending on immediacy/lead-time)

3 THE LOW DOWN 2018 GGP BARRICADE CATALOG # Name Campaign Colorway Solution Type Repositionable Vinyl Permanent Adhesive Vinyl Window Cling Vinyl Rigid Vinyl 1 ATF Kit 1 ATF Blue 2 ATF Kit 2 ATF Red 3 ATF Kit 3 ATF Yelow 4 ATF Kit 4 ATF Black to Silver 5 ATF Kit 5 ATF Cream to Gold 6 ATF Kit 6 ATF Brown 7 ATF Kit 7 ATF Green 8 ATF Kit 8 ATF Pink 9 CatCoq Black Designs 0318 CatCoq Black only 10 CatCoq Gold Designs 0318 CatCoq Gold Only 11 GGP Black Patttern 0318 GGP Pattern Black only 12 GGP White Patttern 0318 GGP Pattern White Window Cover Hanging Panels Window Cover Hanging X X X X X X Panels 13 GGP Humor Dogs 0318 Humor Black only Strip X X X 14 GGP Humor Beat 0318 Humor Black only Strip X X X 15 GGP Quote Ford 0318 Quotes Black only Strip X X 16 GGP Quote Frank 0318 Quotes Black only Strip X X 3

4 THE LOW DOWN 2018 GGP ATF CAMPAIGN & BARRICADE KEY DATES NOTE: DATES LISTED ARE APPROXIMATE AND MAY SHIFT BY A COUPLE DAYS Q1 Only emergency/priority, approved barricades will ship for arrival the 4th week of March. Q2 All barricades All ATF Wave 1 Property Corrections All ATF Wave 2 Properties Portfolio Barricade Rollout: Rollout Call: Tomorrow 2/28 Files to GFX: 3/6 to Properties with Order: 3/7 Final orders in with Fran: 3/12 On Press: 3/14-3/28 Urgent orders ship by (prioritize the printing of the pieces... and ): 3/21 Full property ship: 4/1 or beyond (other than urgent needs approved by Michelle). We will want to overprint and keep a certain amount in storage for pricing and turnaround reasons. We are checking with boston barricade about having the wallpaper for those properties utilizing their services to be shipped directly to Boston Barricade (with the temp solutions, etc being sent to the properties). ATF Digital Assets (website/social/digital screens): Strategy: DONE Approval of direction: 3/1 Live: 3/31 ATF Wave 2 Properties (+ Wave 1 reorder): B2B and B2C Team perspective on top ten retailers for rollout properties: 3/2 Kickoff and order confirmation: 3/2 File Release: 3/21-3/28 Ship by 4/14 WebDAM launch First Release 3/14 Additional assets and templates: 3/23 Template and new news on the following dates: 4/1 ATF 4

5 ALL THE FEELS ALL THE FEELS EXAMPLES SEMI-PERM INSTALLED KIT GRAPHICS FOR REFERENCE Beachwood Place Northbrook Court Water Tower Place 5

6 ALL THE FEELS MODULAR BARRICADE ART INSTALL INSTRUCTIONS R1 C1 C2 C3 C4 R1C1 R1C2 R1C3 R1C4 Barricade artwork comes in a 16-0 x 10-0 section with modules that are based on a grid of (4) columns x (5) rows) 4 0 (w) x 2 0 (h) panels. Square panels are 4 0 x 4 0 with Headline copy. Given the section format you can cut and reuse panels to maximize use of material and minimize waste. PRIME MESSAGE R2 R3 R2C1 R2C2 R2C3 R2C4 hit reboot refresh your browsing R3C1 R3C2 R3C3 R3C4 PRIME MESSAGE Artwork is intended to be installed from top down. Ideally avoid cutting through square image panels that contain headlines. See recommendations below for various wall (artwork) heights. Ideally place 2-panel images with headlines at eye-level when possible. R4 R5 R4C1 R4C2 R4C3 R4C4 R5C1 R5C2 R5C3 R5C tall walls R1C1 R1C2 R1C3 R1C4 R1C1 R1C2 R1C1 R1C2 R1C3 R1C1 R1C2 R1C3 R1C4 R2C1 R2C2 R2C3 R2C4 R2C1 R2C2 R2C1 R2C2 R2C3 R2C1 R2C2 R2C3 R2C4 R3C1 R3C2 R3C3 R3C4 R3C1 R4C2 R3C1 R3C2 R3C3 R3C1 R3C2 R3C3 R3C4 R4C1 R4C2 R4C3 R4C4 R4C1 R4C2 R4C1 R4C2 R4C3 R4C1 R4C2 R4C3 R4C4 R5C1 R5C2 R5C3 R5C4 R5C1 R5C1 R5C1 R5C2 R5C3 R5C1 R5C2 R5C3 R5C4 Greater than 16-0 wide walls For walls wider than the 16 artwork, add in 4-0 increments. Repeat starting with R1CI as shown above. Less than 16 0 wide walls For walls less than the 16 width artwork, subtract in 4-0 increments. Less than 8 0 wide walls Consider saving any excess and unused columns or rows future use. 6

7 ALL THE FEELS 8 0 tall install 6 0 tall install R1C1 R1C2 R1C3 R1C4 R5C1 R1C1 R1C2 R1C3 R1C4 R4C1 R5C2 R1C1 R2C1 R2C2 R2C3 R2C4 R5C2 R2C1 R2C2 R2C3 R2C4 R5C1 R4C3 R2C1 R3C1 R3C2 R3C3 R3C4 R5C3 R3C1 R3C2 R3C3 R3C4 R4C2 R5C3 R3C1 R4C1 R4C2 R4C3 R4C4 R5C4 Greater than 16-0 wide walls Reuse the bottom row and apply new column to right of artwork (to become new column 5). See above for example. An additional section may be necessary for walls wider than 20. In that case consider if reusing bottom row is necessary. You can also trim off. Greater than 16-0 wide walls For installs 6 tall, we recommend keeping rows 1, 2, 3 and trimming and reusing row 4 and 5. Up to 24 0 wide can use one art segment. Beyond that you will need to order another segment and begin back with the first section to continue. 4 0 tall install (not preferred) R4C1 R4C2 R2C1 R2C2 R2C3 R2C4 R4C3 R4C4 R4C1 R4C2 R5C1 R5C2 R3C1 R3C2 R3C3 R3C4 R5C3 R5C4 R5C1 R5C1 base section Greater than 16-0 wide walls For installs 4 tall, we recommend keeping rows 2, 3 and trimming and reusing row 1, 4 and 5. See above for ideal layout placing bottom rows at beginning of wall layout. This puts headlines more in center of wall art. Row 1 artwork may be reused as well. This is not ideal. 7

8 ALL THE FEELS ALL THE FEELS NEW FORMATS FIRST SET OF ORDERS GATHERED NEXT WEEK PRINT RUN WEEK OF FEBRUARY 10 NEW PANEL CURTAIN VINYL GRAPHIC BAND WITH SINTRA BOARDS EACH COLUMN CONTAINS CLING SHEETS x6 PLUS, MOST LIKELY PRINTED TWO SIDED FOR SIMPLER COLOR VARIATION MATCHING COLOR MAY BE A POSSIBILITY 8

9 GGP CORE BRAND GGP CORE BRAND EXAMPLES GRAPHIC BANDS 2 ADDITIONAL DESIGNS IN KIT 2 ADDITIONAL DESIGNS IN KIT 9

10 GGP CORE BRAND GGP CORE BRAND EXAMPLES BLACK AND WHITE WALLPAPERS WITH OPTIONAL VENIAL ADHESIVE PROPERTY NAMES welcome to property name welcome to property name welcome to property na property name 10

11 BRAND EXTENSION CAT COQUETTE EXAMPLES BLACK & WHITE GOLD (TOURQUOISE TO BE CHANGED TO GOLD)

12 BRAND EXTENSION BACKSTORY: Every year while growing up in my small hometown, all of the art kids in the OGHS Senior Class would enlist the help of their classmates to paint a mural. Generally these were in the Elementary and Middle School buildings, but occasionally they would get an amazing canvas (like the alley behind the junk store) where people might see and appreciate it. Every one of these large-scale pieces was done with classic paint-bynumbers technique. Something that is easy, cheap and very applicable to our situation. CURRENT DAY: TED-X PARTICIPANTS revel in painting a mural. Same technique we grew up with but made more fun in today s hand-off digital world. BY REQUEST ONLY PAINT-BY-NUMBERS PROCESS: 1. Two approaches available to order: 1. Travel/WPA style artwork in letters (either city or property name) week lead-time and based on creative team s prioritization. 2. Traditional Paint-by-Numbers style scenic artwork (geographically appropriate) week lead-time, yet dependent on available, licensable source artwork. 2. Ordered through GGP Brand Portal (once launched at end of February). 3. Outline of mural will be printed on vinyl with number key and matching paint swatches for easy purchasing at any major hardware or paint store. 4. Vinyl installed as with other barricades, then painted by community with art supplies provided by us. 5. Extras: Paintbrushes, Small Paint Containers, zip-lock bags (brush storage if needed), freezer access (brush storage if needed), Drop cloths, Rags, Cleaning Supplies, Wet Wipes This has the potential to be a fundraiser for a community organization or charity if it was turned into a Paint-A-Thon to raise money. 12