The Crown Property has unveiled a multichannel animated Christmas marketing campaign, introducing the ‘Christmas pigeons’ to spotlight its London West Finish locations as essentially the most pleasant locations to spend this festive season.
Developed in partnership with animation studio Bewilder, the work relies on the perception that Christmas may be difficult for customers seeking the right present. The pigeons are offered as the right guides as a result of they know each road, nook and arcade, the place to spend time and the place to search out the very best items.
The marketing campaign debuted with a 10-minute takeover of the Piccadilly Lights, utilizing Ocean’s DeepScreen OOH activation to create a bespoke 3D story. The narrative culminates within the pigeons reacting to the change on of the festive lights of Regent Avenue and St James’s.
Designed to mirror the heritage and trendy clientele of Regent Avenue and St James’s, Bewilder Animation, represented by B&A, created the 3D pigeons with a hand-made really feel, artistically attired with clothes textures and equipment to outline every character.
Alongside the Piccadilly Lights takeover, which was offered in partnership with Landsec, exercise is working throughout wider out-of-home, press, social and digital channels.
Richard Ellwood, CMO at The Crown Property, says: “We’re delighted to introduce our new festive characters. For hundreds of years, pigeons have been used as messengers, and so for this marketing campaign they’re our storytellers. They’re completely positioned to disclose the very best spots throughout Regent Avenue and St James’s to eat, drink, store and have a good time with family and friends.”
Caron Sandler, govt producer, Bewilder, says: “Once we first heard about this marketing campaign, our staff jumped on the problem of making one thing really magical. The pigeons have a hand-made really feel, with the feel of clothes, as a nod to Regent Avenue and St James’s vogue heritage. Each distinctive character wants a narrative, so our storyboard staff labored intently with Director Ruan Vermeulen to create a story that was as lovely because the pigeons.”
Amy Simpson, the agent for Bewilder at B&A reps, says “That is what Christmas campaigns are all about. We had been thrilled to tackle the problem after we heard the preliminary thought and we had been excited that we might showcase the true magnificence of Bewilder’s high quality and storytelling talents. A incredible collaboration from everybody concerned, watching London’s well-known streets mild up was a real pleasure.”
