The event at London’s Old Spitalfields Market was a culmination of a five-day tour across the UK. The company towed a branded sleigh and a five-metre high interactive Christmas tree to Edinburgh and Manchester, before heading to the capital on 4 December.
The Christmas tree comprised several multicoloured blocks, while built-in screens showcased a selection of products and stories from Not On The High Street’s partner retailers.
On Colour Saturday itself, the three cities were each surprised with a ‘colour moment’, designed to celebrate the value of small creative businesses. This moment consisted of a huge scattering of multicoloured confetti and a gathering of the brand’s supporters.
Not On The High Street worked with experiential agency Bearded Kitten to produce the campaign.
Simon Belsham, chief executive of Not On The High Street, said: "At a time of year increasingly synonymous with mass consumption embodied by events like Black Friday, we wanted to shine a light on the heart of our creative industries by launching a day to celebrate the value creative small businesses bring to this country.
"Our ambition is that Colour Saturday will be a day in the festive calendar for years to come and a moment to reflect on the tens of thousands of creative entrepreneurs who put human values and skills back into the gifting season, making vital contributions to the British economy and to people's lives."
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