The Greatest Season of All

Now into our ninth successive year of our long standing relationship with Manchester City, Absolute were tasked with creating the 2023 Christmas Campaign to promote their latest Christmas products and community initiatives City have to offer. 

In addition, City wanted to celebrate the on-field treble winning achievements of the men’s team to round off a truly memorable year like no other. 

The Idea

Building upon the well received 2022 campaign (in which all the Christmas items sold out), City wanted to refresh the creative in a bold new direction. We analysed our previous campaigns to gain learnings and develop a new, adaptable and simplified identity system for multi-channel use.

The creative solution was simple for the Christmas Campaign. We created a dual meaning identity centred around the headline ‘The Greatest Season of All’, celebrating both the festive period and the iconic treble success. We combined this with bold, simplified glyphs and layouts to give a fresh, contemporary festive look and feel.

The Delivery 

The campaign rolled out across multi-channels utilising a flexible identity system to create 
a cohesive and visually consistent campaign. As part of the rollout we set up two iconic scenes recreated from the treble bus parade with a festive twist. The scenes featured key players, promoted products and added a touch of humour to the campaign.
We also developed a suite of dynamic videos for use on both social and in-store applications to elevate the retail campaign further and bring some festive cheer to City 
fans worldwide.

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