Open the Gate

The shopping centre is a much-maligned species these days, often offering little more exotic than a Claire’s, a Clintons and a Clarks. However, it was clear to us that Westgate would offer much more besides fantastic shopping - thus arousing and rewarding curiosity, rather like Oxford itself. The challenge was to conjure that bold promise in people’s minds ahead of launch.

Curiouser and curiouser.

Our campaign updates Lewis Carroll’s inquisitive heroin from Alice in Wonderland - first imagined during a rowing trip on the Isis - for the 21st century. During her dreamlike tour of the city, her insatiable curiosity leads her to discover that Oxford has been transformed by the arrival of Westgate.