The Challenge
The Shard, an iconic London landmark, wanted to celebrate its annual Christmas lights display in a unique way. In 2023, the display was a collaboration with the London School of Mosaic, adding a unique layer of artistry and community spirit. The challenge was to connect audiences with the story behind the collaboration, making it relatable and inspiring while embracing the festive season.
The Solution
Sunday created For All the Pieces of London, a poetic campaign that transformed The Shard’s collaboration into a metaphor for the city’s diversity and unity. Instead of focusing on the technical details of the partnership, the story highlighted London as a living mosaic, with its vibrant people and communities forming its essence.
The campaign featured:
- A short film narrated by poet Dan Whitlam, whose poem tied the mosaic metaphor to the Christmas spirit.
- Naturalistic, intimate visuals showcasing real Londoners, from early-morning runners to street cleaners, alongside scenes with the mosaic community and actors.
- A gradual reveal of the mosaic-inspired designs lighting up the Shard, ensuring the audience cared about the story before the climax.
This approach combined realism, humanity, and festive charm, making the campaign emotionally engaging and relatable.
The Results
The campaign resonated deeply with audiences, receiving warm festive responses both on social media and in person. Key highlights included high levels of audience engagement with widespread positive feedback and anecdotal “ahh” moments, and recognition from the BBC, with poet Dan Whitlam invited to the switch-on event.
Through this campaign, The Shard’s Christmas lights became more than a spectacle – they became a celebration of London’s spirit.
‘Pieces of London’ not only brought our ambition for the project to life, but surpassed every expectation in quality and execution
Daniel Fulbrook
Head of Marketing | Real Estate Management (UK) Limited (The Shard)