Client: Oxford City Council |  Sector: Advertising

#UncoverChristmas at The Covered Market

At Monchü we LOVE Christmas and the festive season. Last year we were asked to undertake some work that tied two of our favourite things together in beautiful harmony: Christmas and shopping!

We were approached by Oxford City Council to create a campaign to help increase footfall and trade, in one of our favourite cultural and retail venues – The Covered Market Oxford. The Market dates back to the 1770’s and has a long, varied and interesting heritage. The Market has always been an attraction for visiting tourists, providing a unique showcase for the very best in local crafts, food and drink. The majority of businesses are independent with some of them going back generations.

In recent years, like other small independent retail businesses, The Covered Market has lost trade to the internet and changing shopping behaviours. We wanted to remind shoppers of a simpler, more personal time, when people bought from people – not corporations.

Our creative response

Inspired by vintage photographs in which shopkeepers and traders posed outside their businesses with pride, we envisioned a film of moving portraits harking back to a bygone era.

We recognised the value, history, heritage and independence of Oxford’s iconic market. We wanted to promote these values to the people of Oxfordshire, and encourage them not only to ‘shop locally’, but also to enjoy a Christmas long forgotten.

This short film was intended to create connections and resonance between Oxford’s people, a sense of community and belonging. Subtly, It would remind shoppers that real people’s livelihoods are at stake and not corporate profits.

The film

What did people think of the campaign?

Monchü had a great vision for the Covered Market Christmas advert, and articulated it clearly and precisely. I was sold on the concept immediately, we refined it during an excited brainstorming session, and they delivered creatives that were better than imagined. One Oxford resident described the ad’ as ‘better than John Lewis’s’. I can’t think of higher praise.”

– Tom Jennings, Communications Manager, Oxford City Council.

Behind the scenes

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