Plymouth is a city with an excellent and under-appreciated food and drink, retail and events offering. The City Centre Company (BID) and Plymouth City Council were keen to highlight these specific areas within their 2016 Christmas campaign, hiring me to develop a creative concept and roll it out across digital and printed media.
Christmas is a time where we give ourselves a little extra grace. When else could we eat a Crunchie for breakfast (washed down with a glass of champagne, of course) and consider that acceptable?!
Playing on the idea of 'If you can't at Christmas, when can you?', I pitched a series of headline ideas that would bring an element of wit and humour to the concept, while clearly directing people to the action the client required. It was a fine line between persuasive and pushy, but the tongue-in-cheek approach developed alongside Celia Anderson from city-based copywriters, Siblinc, found the mark and provided the foundation for the whole campaign.
Handwritten phrases suggested a personal and individual approach, and the wide range of headlines (mainly used in digital formats) resulted in a highly dynamic solution.
Add gold glitter bursts on a black background and the festive feel was complete. The campaign was launched to great success, providing a classy, high quality and very Christmassy brand identity around Plymouth.
When else could we eat a Crunchie for breakfast (washed down with a glass of champagne, of course) and consider that acceptable?!
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