Manchester City Christmas 2017

Manchester City Christmas 2017

The brief

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.

Leroy Sane and Gabriel Jesus with Big City Christmas mug
Tosin Adarabioyo & John Stones with Big City Christmas Top Trumps game

The Idea

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.

Moonbeam & Moonchester pulling a cracker for the Big City Christmas brand campaign
Mike Summerbee finds himself on the Big City Christmas campaign Monopoly board
Tosin Adarabioyo rolls the dice for the Big City Christmas campaign
The Big City Christmas brand campaign lead image

The delivery

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.

Campaign artwork was produced for the storefront of the City Christmas Store
Campaign graphics were produced for the Manchester City website
In-store digital graphics for the City store
A complimentary Mini City Christmas was produced to promote the children's Christmas product range