The Crown Estate has unveiled a multichannel animated Christmas campaign, introducing the ‘Christmas pigeons’ to highlight its London West End destinations as the most enjoyable … read moreplaces to spend this festive season. Developed in partnership with animation studio Bewilder, the work is based on the insight that Christmas can be challenging for shoppers in search of the perfect gift. The pigeons are presented as the perfect guides because they know every street, corner and arcade, where to spend time and where to find the best gifts. The campaign debuted with a 10-minute takeover of the Piccadilly Lights, using Ocean’s DeepScreen OOH activation to create a delightful, bespoke 3D story. The narrative culminates in the pigeons reacting to the switch on of the festive lights of Regent Street and St James’s. Designed to reflect the heritage and fashionable clientele of Regent Street and St James’s, Bewilder Animation, represented by B&A, created the 3D pigeons with a hand-made feel, artistically attired with clothing textures and accessories to define each character. Alongside the Piccadilly Lights takeover, which was presented in partnership with Landsec, activity is running across wider out-of-home, press, social and digital channels.
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