Posted on November 18, 2016
When Raleigh bikes got in touch with us about shooting their Christmas advert, we couldn't help but feel excited. As the Affixxius team reminisced about all having a Raleigh bike at some point of their childhood, it was very clear we needed to create something extra special. After discussions on concept, we eagerly set out to build something with not just that Christmas impact, but a cross-generational appeal that all brands strive for in a campaign.
Everyone knows the name Raleigh, in fact (as we all discovered at the office) the majority of people had one or two whilst growing up. Working alongside the marketing team at Raleigh, Affixxius and the social media team helped piece together a detailed launch strategy. This was devised to allow the video to accumulate a maximum number of views across each of their chosen social platforms.
With the market becoming increasingly more competitive, the brand needed something new to re engage its audience and bring it back into the limelight. Our super-talented production team soon got to work creating a piece that explored the adventurous and imaginative behaviour of a child around Christmas, exactly the angle we were going for! Not only would this sit well with children seeing the advert, but it would also trigger an element of nostalgia in adults and parents watching too.
As Raleigh bikes is a local East Midlands brand, it felt almost obvious to take the outdoors portion of the video to the scenic spot on Beacon Hill in Leicestershire. This rocky outcrop with sweeping views over the surrounding countryside has seen many generations walking dogs, riding bikes and not to mention a whole host of memories being made. As a place that many of our local team at Affixxius ran wild as children, we knew it was the perfect location for this 'free their imagination' message.
All photography by Michal Podrucki
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