Case Study: Jurassic Arcade at Grand Arcade, Cambridge
Grand Arcade’s Easter activation, Jurassic Arcade, returned for 2025 with a brief to be bigger, bolder and even more engaging than before. The event needed a creative campaign that not only captured imaginations, but tied together a range of interactive elements in a way that felt cohesive, exciting and unmistakably Grand Arcade.
We were approached to develop a refreshed identity and full campaign rollout that could flex across digital, social and physical touchpoints – all while sparking excitement among families and visitors in the run-up to the Easter break.
The Brief
To deliver a dynamic, cross-channel creative campaign that:
– Built anticipation ahead of the Easter holidays
– Drove footfall to the event
– Unified a multi-activity experience under one strong campaign identity
The Event
Jurassic Arcade featured a huge programme of family-friendly activities, including life-size dinosaurs and photo ops, a free Jurassic Trail with themed signage, ticketed live performances with baby dinos and rangers, a design competition where children could win a custom plush toy, and T.Rex sculptures created by local.
Our Creative Response
We developed a bold and cinematic visual identity to anchor the campaign and rolled it out across:
– Event Branding: A distinctive, playful identity that refreshed the Jurassic Arcade brand while keeping it accessible for a family audience.
– Motion & Digital: Our 3D animation brought the concept to life with the idea that the dinosaurs had ‘taken over’ the centre overnight, combining dramatic visuals, playful movement and a touch of mystery. We explored the use of shadow play and AI-assisted concepts to create the sense of unexpected encounters across the centre.
– Social Content: Platform-tailored visuals and messaging to build anticipation and increase awareness across Instagram, Facebook and more.
– On-site Materials: Wayfinding, signage and printed collateral to bring cohesion and clarity to the visitor experience
The Result
The campaign successfully elevated Jurassic Arcade’s profile across Cambridge and beyond, drawing strong footfall during the Easter holidays and generating buzz both online and in local press. From concept to delivery, our focus was on creating a memorable, end-to-end experience, bringing a prehistoric world to life.
