Bullring, a shopping centre in Birmingham, UK, has launched “So City”, an integrated advertising campaign featuring a four-tier mechanical model of Bullring Land providing a quirky, playful interpretation of Bullring and Birmingham. An array of products including lipsticks, illuminated ladles, cheese graters and perfume sit alongside a number of recognisable architectural landmarks – including the iconic Selfridges building clad in buttons. Launched on August 27, the So City campaign features twelve different executions each capturing a different shopping experience; season; event and/or festival. The campaign includes “We are so City”, a television commercial produced at Aardman, outdoor ads brought to virtual life with augmented reality, press ads and advertorials, a microsite, bullring.co.uk/socity and games on the Billring Birmingham Facebook page.
Click on the image below to play the We Are So City commercial in YouTube (HD)
Click on the image below to play the Making Of video in YouTube (HD)
The campaign was developed at Isobel by copywriter David Alexander, art director Rob Fletcher and planner Steve Hastings.
Media was handled at AMS Media Group. Augmented reality work was done at Aurasma.