Cascades Shopping Centre is based in the heart of Portsmouth, and was once known as a community hub that locals gathered to. In recent years it has been taking a down turn. Less footfall has meant less desirability for retailers, and many have simply taken their stores elsewhere.
Portsmouth is known for its banter(y) humour and a “keep calm and carry on” attitude, which presented a great opportunity to have some fun when marketing the centre.
The goal was not to hide away from the problems the centre has been having over the past few years, but instead to embrace, acknowledge and have a laugh about them.
The campaign really focused on in-situ billboards and posters which could easily be photographed and shared via social media using the #cascadesisdecent hashtag, which, in itself, is a play on Pompey slang.
The design language lets the copy sing, and not take centre stage itself. Very simple, yet effective type and layout.
Embracing Cascades problems, acknowledging them and having a laugh about it. A self-deprecating campaign.
