family creates '12 mums of Christmas' campaign for Overgate
Dundee's Overgate shopping centre is targeting busy mums over the festive period with its Christmas campaign created by family.
The work is based on the premise that the shopping centre "understands people's needs at Christmas - primarily mums who take on many different roles over the busy festive season."
It will feature on TV, 48 and six sheet posters, radio, press, social media and point of sale.
Kylie Wilson, marketing manager of Overgate, said: “Using a variety of media channels allows us to communicate at every level – from the broad reach of TV, right down to the more intimate tweets from ‘Overgate Mum’. I’m delighted with family’s fully integrated approach.”
Jennifer Wood, art director at family, added: “We wanted to create a stylish campaign that was empathetic to the plight of many mums at Christmas and made a real connection with them.”
Photography for the campaign was taken by Euan Myles from The Miss Jones Agency while TV production was handled by MTP. (Model: Laura at The Look)