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Wagamama'sBus side 1 May 2004

Brent Cross and Baber Smith Feed Your Flip Flop Addiction

On 17th May 2004, Brent Cross Shopping Centre starts year two of their hugely successful 'Feed Your Addiction' advertising campaign with Underground 6-sheets and bus-sides in and around central and north London.

The campaign challenges out-dated perceptions of the Centre and positions it as THE shopping destination for 'stylish singles' and the fashion-conscious in North London.

The creative concept above- and below-the-line remains based on promoting the breadth of premium brands and retailers at the Centre, which has opened 30 new stores and cafes over the last 2 years, including Wagamama, Fat Face, Hobbs, Reiss, Hugo Boss, Tommy Hilfiger, Carluccio's, Massimo Dutti and Zara.

The summer campaign, created by integrated marketing agency Baber Smith, starts with a month long presence in key Tube stations and on major bus-routes around the Capital and will be supported by tactical activity.

Creative continues the theme of a fashion-mad 'girl about town' whose shopping desires change with the seasons and focus each time on a particular item - this time, flip flops (see attached) and trendy Fifties-style skirts.

'Feed Your Addiction' launched in October 2003 and two weeks ago received a commendation at the prestigious International Council of Shopping Centres' European Awards.