The purpose of our CR campaign was two-fold: to celebrate a selection of local people who have made a positive contribution to Croydon and our community, and improve the aesthetic look of the town centre by transforming rundown, empty retail units with visually engaging design.
We took six vacant units across the town centre and installed the vibrant Vinyl prints as part of the CR Campaign.
For example, we took the site that was formerly Burtons, which stood prominently at the entrance of the Whitgift centre and looked neglected, and we covered the windows with the creative of the CR campaign, showcasing the inspirational stories of our CR champions.
On a key position on George Street, next to McDonalds, we installed the CR creative of Shaniqua Benjamin, poet, writer and community leader. Alongside the black and white portrait photography and CR campaign creative was useful wayfinding information.
Matthew Sims, Croydon BID, said:
“We hope that the CR photographic campaign will inspire the people of Croydon at a time of major structural change, whilst at the same time provide an improved appearance and coverage to some of the empty shop units of Croydon.”
In conjunction with the window graphics the concept needed to contain wayfinding elements that helped direct visitors to the town to key landmarks and travel destination hubs. This will later be part of a much larger wayfinding project conducted by Maynards in collaboration with Croydon Council.
Of the campaign, Councillor Paul Scott, cabinet lead for planning and regeneration, said:
“This campaign has a great potential to motivate those living, working and visiting the centre of Croydon, while also acting as a useful tool to help people make their way from place to place.”
To The Point, a London based agency, was commissioned by Croydon BID and Croydon Council to develop the CR campaign. The creative agency used ‘CR’ as it covers all the postcodes of Croydon, is inclusive and not just specific to the centre of Croydon (CR0).
They created a ‘CR’ (Croydon) logo device to build up instant recognition of the campaign and this device interacts with the photography connecting the two.
Kevin Cox, Creative Director, tothepoint, said:
“If you scratch under the surface, Croydon is full of inspirational people. Passionate people who make a difference. We are proud to have shone a light on some of the people who generally go unnoticed and give them the recognition they deserve”
Eight people were chosen to be featured in the CR campaign, as they have, in their own individual ways, made a positive contribution to the Croydon community. The selection was made by the campaign team at Croydon BID and Croydon Council. It was important that the campaign reflected the diversity and personality of the people of Croydon both culturally, physically and individually; our CR champions were not chosen on celebrity but on their contribution to the local community, and the fact that they are at the heart of change in Croydon.
BEHIND THE SCENES
These CR champions were photographed in black and white to give the campaign an art house appeal, and the art direction aimed to naturally present their individuality.
Portrait photographer, Philip Waterman, was commissioned to take the stunning images. Leading make-up artist, Neusa Neves, was also commissioned to provide minimal hair and makeup, and treat our chosen people in a professional way, as you would any celebrity. Croydon BID’s marketing manager, Natasha Gray, interviewed each person to provide the copy that highlighted the contributions these people had made to Croydon’s community.
Each description weaves in a word that begins with CR and can be associated to the champion’s own story.
Thank you to all our CR champions who took part in the campaign. You can read more about our CR champions here: https://croydonbid.com/services/croydon-champions
Here is 'behind the scenes' footage of our champion, Paula Goodwin, who is chairperson of Croydon Pride.
The CR campaign was organised by Croydon BID and supported by Croydon Council.
You can read more about the creative concept behind the campaign at: