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Blue-sky thinking: Bringing London’s most iconic building to life


When the management company that looks after London’s famous Shard building wanted to raise awareness for its facilities and attract new tenants to its offices, they approached Sunday for help.

Vacant office space doesn’t generally lend itself to exciting content creation but when you’re working with a location that oozes sophistication and class and is considered an architectural masterpiece, it was a no-brainer to choose a visual medium that is known for engaging and inspiring audiences.

And who better to tell that story than the current occupiers of The Shard? Our head of video, Tom, developed a concept with The Shard’s marketing team, centred on the people already enjoying the perks of working in the iconic building. The ‘Meet the Occupiers’ video series follows several people who hold different roles in the building’s workspaces, from office managers to c-suite execs, and explores what it’s like to spend a day in their lives in the Shard Quarter and surrounding area.

Based on the project’s ongoing success, we teamed up with The Shard to develop a campaign to celebrate the tallest Christmas lights in the capital. Our beautifully shot video tells the story of The Shard’s inspired collaboration with the London School of Mosaic to create a unique and captivating light display on the building’s spire. Visible from more than 40 miles away, Londoners and visitors to the city were able to enjoy a glimpse of the vibrant colours to brighten up their evening.

Featuring some of the area’s most iconic landmarks and a bespoke poem by South London poet and spoken word artist Dan Whitlam, our film was promoted across all of the Shard’s major channels including Facebook and Instagram – achieving over 300,000 impressions and playing more than 213,000 times, with an additional 56,344 plays on Dan’s own account. BBC London were on location to cover the big switch-on in December and showed a clip of the video during their evening news broadcast. Local press coverage added to the Christmas buzz surrounding the campaign, driving more views and engagement with the content.

The power of video to tell stories is as compelling as ever, and short-form video continues to be one of the most popular marketing channels for B2B marketers. The stats speak for themselves: According to 2023 research, 73% of people prefer to watch a short video when learning about a product or service, and people are 52% more likely to share video content than other types of content like social posts, product pages, and blog posts.

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