M&S turns Waterloo into live experiential showcase for Christmas campaign
Marks & Spencer has staged an experiential advertising takeover of Waterloo Station to showcase its new Christmas campaign for its clothing and home products.
Created by creative agency ODD, the retailer’s Christmas ad made its debut on TV last week.
Shot by Autumn de Wilde and starring Madisyn Ritland, the ad brings to life a whimsical musical world with the star of the ad dancing through iconic moments of Christmas. Over the next two weeks, this will be brought to life for over four million consumers with a recreation of the commercial at London’s Waterloo.
This has involved ODD taking elements of the TV campaign to create motion graphics, which are shown on the station’s main concourse, and a series of digital executions on the station’s digital advertising sites. In addition, the gifting train prop from the ad’s original set has been repurposed for the station to allow people to physically interact with the Christmas dream world from the film.
The train has been decked out with a range of M&S products, all of which have QR codes attached so that passers-by can scan to order on M&S.com.
Customers will also be invited to come up and immerse themselves in the M&S world through product interaction and a chance to win an M&S Christmas worth £3,000.
Anna Braithwaite, M&S clothing and home marketing director, said, “Our Anything but Ordinary campaign celebrates the joy of the season and by bringing it to life in Waterloo we want to make the morning commute anything but ordinary – as well as bring some magic to those coming into London for festive fun.”
Nick Stickland, executive creative director at ODD, added: “This personifies Christmas, with a healthy dose of visual and audio festivity. This is a season of style brought to you by M&S.”