Something extraordinary every day

Value Retail operates Bicester Village and 11 luxury outlet shopping villages around the world, including two in China.

The villages had struggled to retain customers against growing competition from online luxury retailers. The differentiator, and the key to unlocking the campaign, was the daily delivery of new stock, letting customers experience "something extraordinary every day." A bold, confident, fashion-led campaign captured the excitement of the villages and showcased the brands they have on offer.

As creative lead on the pitch-winning account, I was the sole creative bringing the work to life across four seasonal global integrated campaigns, new brand and social guidelines, and in-village activations and experiences.

This included "Fresh Every Day," built on the simple truth that the villages receive new stock daily, driving footfall through TV, online and major London train stations; and "Destination Happy," a campaign for the French village created to welcome visitors and Parisians back during a period when tourism to Paris had fallen sharply.