The Crown Estate
For the Festive Spirit–Regent Street & St James’s
We found that Christmas isn’t just about giving - it’s also about taking a moment to recharge and reconnect with yourself. Amidst the festive rush, shoppers were searching for pockets of joy, balance, and calm to make the season truly meaningful. This made self-care more important than ever, from small indulgences to creating spaces that feel inclusive and welcoming. We sought to shape festive celebrations that embraced everyone, staying true to The Crown Estate’s mission of inclusivity and care.inclusivity.
Indulgence was a word that came up a lot, but could be easily misconstrued as gluttonous in certain scenarios that we might want to hero – so we needed to create a campaign that hinted towards treating yourself, treating your loved ones and of course –enjoying the festivities on our estates.
I devised the campaign For You, For Me, For Us, For the Festive Spirit which was utilised across OOH, on-site, organic social, paid social, website, editorial, advertorial, influencer and also on the big screen at Piccadilly Circus to celebrate the festive light switch on.
Working with tight time restraints and a modest budget we embarked on a two day video and photography shoot to produce assets that would work across each touch point. These visuals paired with an elegant festive design language created an aspirational tone for the roll out which resonated with our global audience.
Results:
Increase in YOY sales across the estates: 11.5%
Paid Media Impressions: 68.3M
Paid Media Thruplays: 2M
Paid Media Clicks: 118K
Editorial coverage: 90 pieces
We had the pleasure to collaborate with CHOOSE LOVE, who opened the world’s first ever pop-up department store on Regent Street.
We worked with Choose Love co-founder Dawn O’Porter to create a Festive Audio Experience – a binaural tour that took listeners on a journey all around the estates.
Role: Creative Director
Agency: Inkling Culture
Videography: Graeme Mill
Photography: Jamie Simonds
Soundtrack: Tom Bromley