The Shard is without doubt London’s most iconic modern landmark, a feat of engineering. Western Europe’s tallest building boasts the best views of the capital, enjoyed from some of the finest restaurants, bars and the luxurious 5 star Shangri-La Hotel.
It’s never more evident than at Christmas. What better way to share a moment, an experience with friends and family that you’ll treasure for years to come than a visit to this symbol of modern London?
That was the context of our conversation with the team trusted with ensuring that The Shard remains at the forefront of people’s minds - locally, nationally and internationally. We had to create a campaign that positioned The Shard as the perfect place to celebrate Christmas.
We collaborated closely with the team to bring their ideas and objectives to life. They wanted to communicate that the Shard was ‘shining a light’ on the area around the Shard, on the Retail Arcade, on the London Bridge neighbourhood and on Guy’s and St Thomas’ Cancer Centre - the chosen charity. At the heart of this is ‘Shard Lights’ - the annual light show at the top of the Shard, seen by thousands across the capital.
Uniform has created an integrated campaign which looks to maintain the Shard’s profile, build on its placemaking credentials as part of the diverse community that makes up the London Bridge area and highlighting its offer as a destination.
The Illuminate campaign includes the Shard’s first Christmas video, as well as a fundraising film that celebrates the work at the new Cancer Centre at Guy’s Hospital, a digital advent calendar aimed at driving donations for Guy’s by offering some incredible prizes in return for a small donation. A simple idea, neatly delivered - the more you donate, the the more chance you have of winning a night at the Shangri-La or a meal at Oblix on the 32nd floor.
The film takes you on a Christmas journey of London Bridge, around Borough Market, past the artists and cafes of Bermondsey, and to The Shard, sharing the views across the City and down to Tower Bridge. You’ll also see the digital advent calendar which drives donations - engaging with employees and visitors locally and from across the globe.
At the beginning of next year we’ll complete the project with a film that looks forward to 2017, communicating what the Shard means outside of the festivities. There are some surprises in the story of The Shard that we think you’ll like.