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Grand Prix

Winner

            

Agency: Smoothe Ltd

Client: Urban Splash

Project: Urban Splash - Rotunda

 

  

To celebrate the transformation and reinvention of Birmingham’s most iconic landmark building The Rotunda, developers Urban Splash went to Smoothe to commission a piece of ‘smart’ advertising that would inspire interest through its own uniqueness; create a cultural product and a buzz that would generate word of mouth referrals; to entertain; to inform as a face-to-face direct marketing tool; to create a concise piece of work that played on the Rotunda’s iconic form and to create a memorable experience.

The agency created a DVD with 2 sections, the first a standalone film to excite, inspire and generate interest in the development that drew its inspiration from the influential and futuristic ideas of the Japanese metabolists and Archigram, which had originally inspired the buildings design. The finished film used 5 toy robots making their way across the city to the Rotunda via examples of recent successful regeneration such as the Mailbox, Selfridges and Millennium Point. A second part of the DVD concentrated on the nuts and bolts of the project and communicated the interior space and layout of the apartments. The film was premiered at the city’s legendary Electric Cinema at the official launch of St Martin’s Square. The apartments sold out completely within the first two hours of launch.