Oxford City Council

Oxford City Council commissioned us to craft a seasonal campaign which would entice visitors to eat, stay and play in the city during the festive period while capturing the imaginations of families by delivering a concept that resonated with the city’s heritage. We based our creative solution on the theme of Alice in Wonderland, capturing both the magic of the festive season and the imaginations of Christmas shoppers far and wide.

We began the project by identifying what Oxford is most known for and which stories we could tell from its rich and vibrant history. After a quick trip to the city to immerse ourselves in its cultural heritage, we identified several potential themes to explore. The story of Alice in Wonderland was born in Oxford and the city celebrates Alice and all of the characters through its statues, shops and installations. We employed a creative approach based on Studio Ghibli, using the popular anime style to resonate with children and families.

The focal point of the campaign was an engaging and inspiring animated video, bringing the city’s famous landmarks, alongside Alice and her friends, to life. The video was used across digital platforms including the Oxford City Council and Experience Oxfordshire websites, while also being repurposed for social channels and outdoor, print and digital media. The historic city has since seen a resurgence in visitor numbers, even surpassing the pre-pandemic levels, according to data published by the local authority.