Everything about Man City is BIG and 2017 was no exception. The rivalry is as strong as ever between the city’s two Premier League teams so we really needed to create big impact with this campaign and let the world know that there are even bigger things to come.
The Absolute team came up with the idea of the ‘Big City Christmas’ - a super-sized Christmas that is an extravagant, colourful and playful take on a typical Manchester Christmas. We presented a number of campaign ideas for their marketing team to choose from and this was the clear winner.
The process started by creating the vision for the main campaign poster based on the marketing strategy with a briefing document to illustrate the art direction. Applied across a range of communication channels, from outdoor media to online and instore, we developed the full rollout with storyboards to bring the concept to life.
Commissioning the manufacture of oversized props and featuring the City squad in festive jumpers available from the retail outlets, we re-enacted super sized games for some festive family fun. Recreating a big city scene for the backdrop, we used a variety of gift boxes in the City colour palette to create a skyline with a neon light typeface to bring the concept together.
The intensive day long photoshoot featured key retail seasonal products, members of the squad, the mascots and a ‘mini city’ children’s range to create a complete range of shots for the campaign. Absolute were responsible for all art direction, photography and videography and produced final finished artwork and video editing for all online and offline promotions, including POS and signage.