At GRIN, we were tasked with creating a unique Christmas theme for the 2014 festive season, based on The Nutcracker. I illustrated an inspiring magical design to appeal to all ages and encourage consumers to get wrapped up in the excitement of Christmas. I rolled the design out across all campaign materials, which included a fully illustrated interactive story book. This featured a number of puzzles and games for the family to play in the centre, which also prolonged dwell time, plus a colouring-in section. Printed and digital promotional assets were produced, for example, posters, banners, an exhibition stand, flyers, web and social media items and much more. In the first year, 8,000 story books were given out and results from tenant feedback showed 90% rated the artwork as excellent or good. Over Christmas, ratings for footfall was 94% between excellent and average (73% above average). For sales performance, 96% rated between excellent and average (67% above average). The campaign was used for three years.