Evolving #YouveGotMailbox

Mailbox Birmingham

The Brief: 
To build on the momentum created in the Autumn/Winter 2017 campaign. The new SS18 campaign should continue to promote both homewares and fashion retailers, showcasing the overall offering at Mailbox.

Initial ideas:
Refresh and evolve the #YouveGotMailbox campaign and continue with establishing the new Mailbox aesthetic for SS18. Output of adverts should be considered specifically for media type to maximise engagement.

The Campaign Objectives


Easy to understand


Represent the Mailbox aesthetic


Connect customers and tenants


The Approach:
Utilising the previous set build we plan to give the campaign a refreshed look for SS18. A light and airy colour palette of whites, cool blues and warm yellows will carry the creative through both seasons. Statement furniture and fashion will showcase current stock and contrast with the set.


Key trends for SS18: Living fixtures, metallics and texture


Changes to the set - Large windows and doors to create a light and airy SS feel

Key design objectives are to evolve the creative direction and further develop individual brand awareness cohesively with Mailbox, enabling the audience to connect with the range of tenants available to buy from. We aim to refine the design, making it more relevent to the season whilst maintaining a familiarity with AW17.

Ideas for SS18 include reworking text/image balance, and creating more direct call to actions making them easier to understand and react to.

Video Content

Product focused video for digital advertising and social

Below are some examples of the style of video we will achieve. A key focus will be taken on showcasing the product, it's quality and the brand association.

Promoting homewares through digital content

Homewares videos will showcase hero products within the set builds. Dramatic and creative lighting will be used to highlight key aspects of items such as texture, design and material. Adverts will showcase all brands alonside logos to promote tenants on Level 1.