Bluewater Kent launches Christmas advertising

The Bluewater shopping centre in Kent is to launch

a new advertising campaign for the festive season.

Working with creative communications agency 23red, the shopping centre will run a Christmas campaign across video-on-demand, radio, outdoor, online and press which aims to reconnect adults with the excitement of Christmas by encouraging visitors to ‘experience the magic the little you once knew’.

The campaign features characters styled as toys from the Nutcracker Suite ballet but with a contemporary twist: the Christmas characters - a toy soldier and ballerina - are real people dressed in the style of the traditional Nutcracker story, finished off with Nike high tops and red Dr Martens boots. Meanwhile, the backing track is a modern version of Tchaikovsky’s ‘Dance of the Sugar Plum Fairy’.

Sean Kinmont, creative director at 23red, said: "We’ve loved working with Bluewater on this playful Christmas campaign. It reinforces the message that Christmas shopping at Bluewater is a magical experience."

The integrated campaign launches on 5 November.