The Drum Awards for Marketing - Extended Deadline

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Agency: Otherway
Date: Nov 2017
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Fortnum & Mason has launched its 2017 Christmas campaign ‘Together We’re Merrier’ - a sequel to the 2016 Togetherness campaign with creative work from Otherway.

Given the fragile times we all find ourselves in today, Fortnum’s Christmas ‘Together We’re Merrier’ campaign celebrates the importance of the brilliant things that can happen when we all come together. Iconic moments of popping the cork on champagne, dressing the tree, feasting with friends, festive merriment, the Piccadilly clock, the countdown advent calendar and the giving of gifts are all celebrated in this bold Christmas campaign.

A 3D, 20-metre-long ‘tapestry style’ installation, depicting several festive highlights and little hidden moments bringing together families, friends and strangers adorns the windows of Fortnum’s famous flagship Piccadilly store. The artwork will also run along the whole 50-metre-long length of the corridor of the Fortnum’s Arcade at ‘Skate at Somerset House’, a two-month long gift and food pop-up at Skate at Somerset House, the iconic skating skate rink run in partnership with Fortnum & Mason.

The tapestry style illustration has also been crafted into a fold out book jacket for the Fortnum’s Christmas Brochure.

The creative execution of the idea came from research into the extensive Fortnum’s archive, and commissioned new illustration talent, Chervelle Fryer to bring the idea to life. The creative process involved going through rounds of detailed hand sketching to create one continuous scene with multiple layers of storytelling, through to a final full colour one-off illustrated art piece. Fryer's work takes inspiration from traditional brush styles, but creates her work digitally achieving a rich texture.