Member Article

Refinery launches Manchester Arndale SS16 campaign

Refinery is kicking of the Manchester Arndale spring/summer16 campaign with a stylish edit of this season’s most fashionable outfits. Displayed across key locations around the city, the creative agency has created a short film as part of a wider campaign to position the shopping centre as a relevant fashion destination at the heart of Manchester.

The campaign, ‘SS16 Made for me’, captures the essence of the city and features eight ‘fashion moments’ - including abstract acid, orange attitude and the 90s - sourced from retailers within the shopping complex. Shot against a backdrop of iconic Manchester street scenes to highlight its location at ‘the centre of everything’, the clip captures the vibe and eclectic style of the city with vibrant street art, bustling squares and personal styles.

Aimed at 16-34 year olds, Refinery created 30 different edits highlighting different SS16 trends showcased on digital screens throughout Manchester, as well as Sky Adsmart, in-centre digital Clear Channels screens and across social media.

Senior Art Director, Darren Price, says: “The creative campaign, which was shot during a cold day in March in between outbursts of snow and rain, positions Arndale as integral to the city – a destination for high street fashion from contemporary chic to urban lifestyle.”

The leading brand and communications agency has a long standing history in retail and has worked with Manchester Arndale for 6 years with the new integrated campaign to reinforce fashion credentials to its core audiences, while amplifying the breadth of its offering.

Built in the 1970s, Manchester Arndale is home to over 200 stylish stores including All Saints, Topshop, and River Island. Other activity for the shopping centre includes ‘MCR Made up’ featuring two days of beauty, Student Spring Break and Autumn/Winter16. Refinery’s impressive retail portfolio also includes J D Williams, The Co-operative, Homebase and Hillarys.

This was posted in Bdaily's Members' News section by Lucy Brice .