We work with Telford Shopping Centre every year to produce their Christmas TV ad campaign. It's a vital time of year for retail marketing and having the right advert can mean the difference between success and failure.
This year we were asked to come up with a creative concept that would work well in an animated advert. Telford had studied the competition and come to the conclusion that an animated approach would make them stand out in a crowded marketplace.
The final solution needed to get the audience engaged and excited about Christmas at Telford, and also had to feature the key product ranges that are most popular at Christmas: toys & games, gifts and clothing & jewellery.
One of the most inspiring and interesting features of Telford shopping centre is a giant bubble blowing frog clock, designed by Kit Williams.
Taking inspiration from this our creative team decided to concept ideas around a beautiful wooden toy automata. The automata would form the centre piece of the animation and the product ranges would magically appear from inside the device in the form of hand-crafted toys.
Once we had the basis for the idea, our team set about creating detailed storyboards to show every frame of the animation. These were then animated in 3D and composited together to create the final advert.
The advertising campaign ran in the lead up to Christmas 2014. We created three different versions of the advert for broadcast - 10, 20 and 30 second edits.
Working with Seal PR, we prepared the final advert for Adstream and made sure the final sequences were aired on-time and ready for the festive season.
An animated approach would make them stand out in a crowded marketplace.
There were discussions and meetings, although very few were needed as Hurricane knew exactly what would work. The meetings, whether face to face or via conference calls were very focussed.Tracy Hadley, Marketing and Events Manager, Telford Shopping Centre
The advert has been extremely well received and the campaign reached a combined audience of over 4 million viewers in its 3 week run up to Christmas.
On this occasion we think our client's words speak for themselves:
"Hurricane took on board our suggestions and created an ad which our staff, directors, managing agents and asset managers were all really pleased with. We have also received great, positive feedback from our retailers. Amazingly, this was all achieved within six weeks from start to finish, including approvals from Clearcast."