Manchester City Christmas 2017
Scoring a hat-trick with Manchester City, one of the highest profile football clubs in world, Absolute were appointed for a third year in a row to work on the 2017 Retail Christmas Campaign.
Everything about Manchester City is BIG and 2017 was no exception. The rivalry was as strong as ever between the city’s two Premier League giants, so we really needed to create big impact with this campaign and make a statement to the world that there are even bigger things to come.
The Absolute team developed the concept ‘Big City Christmas’ - a super-sized Christmas that is an extravagant, colourful and a playful take on a typical Manchester Christmas.
To create some super-sized festive fun, Absolute commissioned the production of over-sized props, along with a big city backdrop using a variety of gift boxes (in City blue of course) and neon signage to create the Big City backdrop and skyline. The City squad, along with City legend Mike Summerbee, were kitted out in official City festive jumpers and interacted with the larger than life Christmas family games and props.
An 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 delivered the project from initial visuals and moodboards, art direction and photography through to final campaign roll-out across a range of communication channels from outdoor media through to online and in-store.