The Challenge
In 2025, The Arndale asked us to tackle two Social and OOH briefs showing their chosen audiences that the centre provides everything they need.
For Spring/Summer, this meant reaching the city’s Gen Z-ers to tell them that whatever their vibe, The Arndale is a place they can be unapologetically, loudly, and proudly themselves. And at Christmas, we spoke to Manchester’s Gen-Z and Millennial shoppers, sharing that, thanks to The Arndale’s extensive range and unbeatable value, the centre is the only place they need to visit at Christmas.
The Idea
For both campaigns, we dialled up our visual impact with cluttercore - a mash-up, collage look that our young audiences live for. We wanted stand out. So we cast real Manchester faces for Spring/Summer. And, for the Christmas campaign, gave our cool, trend-led design a festive twist that stood apart from the generic seasonal sparkle. Adding substance to our visuals, we shaped a tone of voice we knew both audiences would love - one that was playful, relatable and unmistakably Manc. Unmistakably Arndale.
The Execution
We produced a suite of engaging stop-motion videos and 6-sheets for both paid and organic social, OOH and for our Spring/Summer campaign, a tram wrap.
For Spring/Summer, we filmed fashion-first film clips and captured striking photography that displayed our Gen Z Manchester models and their outfits to best effect. In our Christmas shoot, styling was just as critical. For each stop motion piece, every product (and every piece of confetti) was carefully maneuvered to achieve the perfect stop-start look. Our photography set up was curated to appeal to our specific audience segments and to look as festive as possible.
Refinery understands our business and works in genuine partnership with us, acting as an extension to our in-house team on everything from strategic brand campaigns to tactical creative requirements. Their partnership approach means we are able to work together effectively and deliver amazing results.
