When Morgan Quarter shopping centre briefed us to create a memorable campaign to generate media interest and ultimately attract more visitors and customers, we knew we had the opportunity to produce something really special.
Part of the history of Cardiff, the arcades were first opened at the end of the 19th century and over the last 125+ years have been a popular shopping destination. They home many independent retailers as well as some global brands within its beautiful architecture, which in itself is a powerful proposition. However, we thought that what would really make Morgan Quarter stand out and connect with potential customers, especially the local community, would be the emotional relationship between this amazing place and the people who worked and shopped in there. Their memories.
The idea to produce a documentary of Morgan Quarter Memories followed. Featuring real stories, from many years ago to recent ones, our aim was to celebrate history in this special place, as well as motivate more people to come and create their own Morgan Quarter memories.
Our inspiration was developed and produced by the very talented film-maker Liana Stewart. We had nearly 100 people come forward with their personal memories and experiences of the shopping arcades! It was a tough task to shortlist five to be featured in the documentary.
Winner of prestigious Purple Apple awards, the documentary film and campaign were featured on Made in Cardiff TV and covered widely by the local media, successfully raising awareness and attracting more visitors and customers to the arcades.