Meadowhall Christmas Campaign 2017
Meadowhall is the fourth largest super regional shopping centre in the UK, attracting over 25 million shoppers a year. With around 280 retailers, including Marks & Spencer, Debenhams, House of Fraser, Apple, The White Company, Reiss, L.K.Bennett, Kurt Geiger and Victoria's Secret, it also has a substantial leisure offer with an 11-screen cinema, a 1,200 seat dining quarter and over 50 restaurants.
To mark the 25th anniversary of the opening of Meadowhall in 2015, the centre has gone through a 2-year, £60 million transformation to redesign and refit the interior giving it a more contemporary modern feel, completing in November 2017. Christmas was seen as the opportunity to not only relaunch the centre in all its finery, but also to launch the new lifestyle brand proposition 'desire' created by the LJ team in summer 2016.
The main focal point of the Meadowhall Christmas campaign has always been the TV commercial, and this year was no exception. Meadowhall wanted the ad to have a higher production value than ever before and really wanted to bring the Christmas 'desire' concept to the audience.
The LJ team set to work on the concept in late July, not an easy task to think about midwinter celebrations in the balmy heat of summer, but once we got in the Christmas spirit the ideas started to flow. We came up with a beautiful home setting – surely the most desirable place at Christmas time – centred around a dining room the night before the big day, bedecked and decorated sumptuously with decorations and furnishings from the Centre’s retailers.
The central character to the piece is a contemporary 'snow queen', who embodies the magic of Christmas, bringing love and light to the empty room, and the home to life. She sweeps through the moonlight room, lighting candles on the table, lights on the tree and igniting the open fire with a mere touch of her hand. Meanwhile, the little girl of the house has crept downstairs and witnesses the enchanting creature. There is a final intimate scene where we see them together, the child in wonder at this otherworldly beauty, and the gentle knowing smile of the snow queen. They share a secret. The warm glow and emotive feeling the completed TVC conveys has all the qualities Meadowhall were looking for.
The proposition and strapline of 'Seeing is Believing' is linked both to the TVC, the transformed malls and also underpins all the festive activities in an integrated online and offline campaign.
As Meadowhall has an ongoing CSR and community commitment with chosen charity Bluebell Wood, part of our remit was to suggest how funds could be raised for the charity. We had the idea of using local singer songwriter, and darling of the Radio 2 Folk Show, Kate Rusby to sing the soundtrack to the ad. This worked wonderfully, Kate’s vocals are the perfect accompaniment to the visuals and the whole piece works effortlessly. Kate also agreed to donate her track ‘Home’ from the ad, which will be released as a limited edition single with proceeds going to the charity. A fitting end to another great year working with Meadowhall – a most 'desirable' conclusion, in fact.