22x43 Creative were commissioned to launch the North Yard at Camden Market, a newly opened throughfare of the market featuring a culinary line up of new restaurants, cafes and delis aimed at attracting a new following of north London residents to the area.

 The objective of the launch was to raise awareness and drive footfall with a creative visual installation versus a traditional marketing launch campaign.

We proposed and delivered a month-long residency featuring a 10-meter-long inflatable “Aubergine” partnering with Studio Souffle, pioneers in inflatable installations.

The Aubergine most certainly provoked a reaction, surprising, amazing and amusing visitors both domestic and international. Social posts with many tongue-in-cheek references and humorous connotation inspired many to visit with Camden Market seeing a 35% increase in visitors vs last year.

We created “Aubergine ambassadors” to support the launch, roaming the local area gifting Aubergines to perspective customers and driving footfall to the new space. The Aubergine was linked with a bounce back mechanic for participating restaurants to redeem their gifted produce with the Aubergine used in-store.