In November 2016 Broadgate launched their campaign of winter-themed events including a winter terrace bar, themed dining in Broadgate Circle, the City of London’s only ice skating rink and plenty of ice-themed activities.
Chocolate Ltd were asked to create bold campaign creative with stand out. We decided on an illustrative route for contrast and stand out on and off campus. A simple colour set – black, white and blue – was selected to ease recognition and to fit within the stylistic ethos of the brand. We played with various headlines but settled on ‘BroadSkate’ – simple, memorable brand reinforcement.
A series of characters were developed, reflective of our target audience (young workers, families, couples) and lined up as if sat on the side wall of an ice-skating rink. All characters wore ice skates on their feet and we placed illustrations of food and drink in the background to represent the complete offer.
The campaign saw Chocolate Ltd develop a series of animated graphics for escalator panels at Liverpool Street Station which helped to expand the communication to a wider audience. Other elements included hoardings, online graphics, animated .gifs for social, floor vinyls, banners, billboard posters and motion graphics for screens around the campus and in the mainline
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