The Crown Estate stars brightly coloured pigeons in its latest multichannel spot, with the hope that they can spread the message about London’s prime retail destinations over the festive season.
Developed in partnership with animation studio Bewilder, the work is based on the idea that the pigeons (ever present in London), can guide visitors to the best locations at which to buy gifts.
The campaign debuted with a 10-minute takeover of the Picadilly Lights in collaboration with Landsec, with a bespoke 3D video animation that culminated in the pigeons reacting to switch on of festive lights across St James’s and Regent Street.
The pigeons, animated by Bewilder Animation, were designed with a hand made touch, and attired with clothing textures, sequins, dapper wastecoats and stylish hairstyles to represent the clientele of Regent Street, adding a touch of personality to each character.
In addition to the Piccadilly Lights takeover, the campaign is supported by activity across OOH, press, social and digital channels.
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The Crown Estate CMO Richard Ellwood said: “We’re delighted to introduce our new festive characters. For centuries, pigeons have been used as messengers, and so for this campaign they are our storytellers.”
“They’re perfectly placed to reveal the best spots across Regent Street and St James’s to eat, drink, shop and have a great time with friends and family.”
Bewilder executive producer Caron Sandler added: “When we first heard about this campaign, our team jumped at the challenge of creating something truly magical. The pigeons have a hand-made feel, with the texture of clothing, as a nod to Regent Street and St James’s fashion heritage.”
“Every unique character needs a story, so our storyboard team worked closely with director Ruan Vermeulen to create a narrative that was as beautiful as the pigeons.”
B&A reps Andy Simpson said: “This is what Christmas campaigns are all about. We were thrilled to take on the challenge when we heard the initial idea and we were excited that we could showcase the true magnificence of Bewilder’s quality and storytelling abilities”.
“A fantastic collaboration from everyone involved, watching London’s famous streets light up was a true joy”.
