Carnaby Christmas Kaleidoscope 2021
Client: Shaftesbury Capital
Category: Design, Destination, Digital, Events, Public Relations
The Carnaby Christmas campaign began in early 2021 with the concept idea of butterflies, a symbol of hope, transformation, change, spiritual rebirth, and life. The installation displayed over 600 bespoke butterflies and we collaborated with charity partner Choose Love.
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What We Did:
Sister London designed the brand identity for all print and digital assets. A 3-month integrated PR and digital marketing campaign included a website takeover, influencer marketing, paid social media advertisement, and global PR, culminating in an experiential shopping and dining event.
The Sister London design team curated the brand identity and all graphic assets. An intricate butterfly kaleidoscope pattern was illustrated, giving a feeling of motion and a flurry of colour. Printed assets saw the use of neon Pantone colours and a silver fragmented foil to tie in with the bright, reflective surfaces of the butterfly installation. The design team engineered a press out butterfly postcard, so visitors could take a piece of the campaign home to keep.
The Carnaby Christmas campaign was featured worldwide and exceeded all expectations.
Results:
The campaign resulted in a total media circulation of 700 million, and an influencer reach of over 445k.
