Category:Design Strategy Of The Year
Client:Battersea Power Station Development Company Ltd.
Few developments on the London skyline have captured the public's interest quite like Battersea Power Station. This great British icon, brought to life again by world-famous architects Foster + Partners and Gehry Partners, is set to put Battersea on the map as a thriving new neighbourhood.
Phase 1 of the development famously sold out in record time. This phenomenon, led by organic media interest and effective PR, became a victim of its own success; people imagined it was sold out across the whole development (of which there are 7 phases). So, an international advertising campaign was needed to dispel that fear and invigorate interest in the development’s unique offering.
To bring this stunning development to life, we created a press and digital advertising campaign, commissioning Danish illustrator Mads Berg to create a stunning suite of illustrations inspired by art deco travel advertising of the 20s and 30s.
The idea was to use Battersea’s iconic architecture as the focal point for each execution, to communicate the key messages for the development; including apartment availability, community benefits, the range of living space available and its proximity to the buzzing centre of London – a truly mixed-use destination.