In Soho, the only way to fit in is to stand out.
A brand new office building, right in the heart of Soho feels like a contradiction in terms. However Thirty Broadwick, the mixed-use 120,000 sq ft building actually enhanced Soho’s architectural landscape rather than competed.
The campaign needed to convey Soho as the best office location in London and Thirty Broadwick as the building of choice within Soho.
The campaign strapline was the answer to a simple question:
‘Where do you work?’
No other response comes with same kudos as:
‘I WORK IN SOHO’
A two-stage delivery was implemented. The first was to celebrate Soho and the second to celebrate the building itself.
Illustrations of key Soho landmarks and institutions wrapped the site hoarding. #IWORKINSOHO, along with pictures of the hoarding illustrations, were posted on social media. Animated version of the illustrations sat on a simple holding page.
On-floor marketing became a sensory viewing experience.
For Soho, immersive photo walls and a screen playing the film, a 3D map of Soho with objects representing amenities and a full jazz band of instruments.
For the building, oversized hammocks, Penny-Farthings, a large dog and postage stamp graphic helped elevate key building messages.