This year, M&S have created a storm on social media with their Follow the Fairies campaign. The fairies, Magic & Sparkle, perform random acts of kindness, such as the Cornish primary children getting into school and finding it magically covered in snow! Initially, the two fairies were anonymous, and there was much press speculation about who was behind the Twitter account; who was delivering cupcakes to people in need of cheer and bedding to animal shelters. We created a hi-res panorama looking out over London which invites viewers to ‘find the fairies’. The interactive image allows users to go on the hunt for 13 fairies, tweet about it and they could end up as a recipient of a random act of kindness! The shoot was great fun (though rather chilly for the 13 fairies) and we’re delighted to have been a part of one of the sweetest festive campaigns ever run.
Marks & Spencer, The Two Fairies Campaign