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The Crown Estate stars brightly coloured pigeons in its latest multichannel spot, with the hope that they can spread the message about London’s prime retail destinations over the festive season. Developed in partnership with animation studio Bewilder, the work is based on the idea that the pigeons (ever present in London), can guide visitors to the best locations at which to buy gifts. The campaign debuted with a 10-minute takeover of the Picadilly Lights in collaboration with Landsec, with a bespoke 3D video animation that culminated in the pigeons reacting to switch on of festive lights across St James’s and Regent Street. The pigeons, animated by Bewilder Animation, were designed with a hand made touch, and attired with clothing textures, sequins, dapper wastecoats and stylish hairstyles to represent the clientele of Regent Street, adding a touch of personality to each character.
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