By The Drum Team, Editorial

August 29, 2012 | 2 min read

Birmingham shopping centre Bullring has released an animated ad campaign featuring 12 executions to promote the venue as a shopping experience.

The campaign , created by isobel which partnered with Aardman Animations, has been designed to feature a four-tier revolving mechanical model, created by Aardman director Daniel Cohen, which has aimed to give a ‘quirky and playful interpretation of Bullring and Birmingham’.

Products such as lipsticks, cheese graters and perfume have been intermingled with architectural landmarks to create 12 different executions, each capturing a different shopping experience, season, event and/or festival.

The campaign launched this week with the tagline ‘We Are So City’ and has included TV, outdoor, press, advertorials, digital and in-store advertising.

isobel worked closely with Aurasma, the augmented reality platform, to help bring the outdoor creative to life.

On choosing to work with Aardman, Rob Fletcher, creative partner at isobel, explained: “Aardman were the obvious partners. Their exemplary track record speaks for itself and they understand the essence of ‘playfulness’ and ‘adventure’ which is key to the execution.

“The mechanical model has the magical, 'characterful' quality we hoped it would and they have an uncanny knack of rendering the ordinary extraordinary and smacking a big fat smile on your face in the process”.

Louise Hamer-Brown, head of marketing at Bullring, also said: “The We Are So City campaign perfectly captures the essence of our city with Bullring at the heart of it. It’s important to keep the brand fresh and remind our customers just how special and unique Bullring is.”

Tamara Roukaerts, head of marketing at Aurasma commented: “Bullring’s use of Aurasma shows that Birmingham really is at the forefront of innovation when it comes to embracing new technology.”

Birmingham Bullring Aurasma

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