VOLUME 20 JUNE /JULY EDITION 2016
“MADE FOR ME” AD TAKES VIEWERS
ON A 60-SECOND FASHION JOURNEY
Manchester Arndale brings SS16 to life through Mancunian street style
With the change in season and a rise
in temperature, people are taking to
the streets to strike a pose, snap a
shot, and show it all off. Leading the
masses and the shoot is Manchester
Arndale (Manchester, England)
with its Internet-focused Spring
Summer 2016 (SS16) campaign.
The star of the campaign: a new
shareable 60-second fashion ad that
features Mancunian street style and
the season’s key trends.
The star of the video: you (the
shopper). Sharing screen time is
the character of city, and the very
blocks browsed by locals on the
daily. Shot against a backdrop of
iconic Manchester street scenes,
including the Northern Quarter,
Piccadilly and the Metro, viewers
mend the gap between fact and
fiction. As the video portrays an
average day in the life of a stylish
shopper, moving from work to play
and everything in between, it serves
as a lens for viewers. Reinforcing
the message that Manchester
Arndale inspires its shopper to find
a “made for me” look, the video
generates a made-for-me feel.
It’s personal on a public level. To
top it off, the pairing of the video
content with the campaign concept
of discovering an individual MA
style perfectly ties together city
and center.
A creative collaboration between
Manchester-based productioncompany, The Gate, and creative
agency, Refinery, the clip is a
teaser from the short film, “SS16
MADE FOR ME.” Part of a wider
campaign, the film features the
following on-trend and need-toknow fashion moments as decided
by local stylist, Gemma Harrison,
and sourced from retailers within
the center: Absolute 90s, Orange
is the New Black, High Contrast
Monochromes, Linear Looks,
Abstract Acids, and Mirror
Me Metallics.
Yappy Hour at WLTC
Continued on page 5…
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