Manchester Arndale Autumn/Winter & Christmas Campaign
Through work with the Refinery Group, I was entrusted with creating a high-impact Autumn/Winter and Christmas campaign for Manchester Arndale, the largest of the Arndale Centres across the UK.
Tasked with driving sales and boosting engagement across all platforms, I developed the “Naughty or Nice” campaign—a concept designed to resonate with holiday audiences and elevate the brand’s seasonal appeal.
This involved end-to-end conceptualisation, design, and production to capture the festive spirit and connect with diverse audiences, enhancing foot traffic and increasing overall brand visibility during the peak season.
The Manchester Arndale Christmas 2015 campaign redefines Santa’s “naughty or nice” list with a fashion-forward twist. Showcasing cosy daytime winter wear versus bold, party-ready evening looks, the ad uses special effects and vibrant graphics to position Manchester Arndale as the ultimate holiday shopping destination.
Delivered a comprehensive campaign concept, including OOH and video content showcased on Manchester’s largest screen.
Additionally, covered OOH content within Manchester Arndale, highlighting the autumn and winter collection to enhance in-mall engagement and drive seasonal shopping.
The “Naughty or Nice” campaign drove impressive results, achieving an 8% increase in visit frequency, an 8% boost in average spend, and a 42% rise in dwell time—doubling the performance of the closest competitor.
Client: Intu Manchester Arndale
Agency: Refinery Group
Art Director: Bernard Earl
Photographer: Ben Springgs
DOP: Simon Mulvaney
Client: Intu Manchester Arndale
Agency: Refinery Group
Art Director: Bernard Earl
Photographer: Ben Springgs
DOP: Simon Mulvaney
