I MADE PEOPLE WANT TO GO TO LUTON

Insight
Radio 1’s Big Weekend is an annual music festival featuring music’s hottest acts. In theory, it’s the place to be. But in 2024, the festival was being held in Luton, which is a famously dull town – it was voted the worst place to live in the UK by The Mirror. Usually, this is a place nobody wants to visit.


Idea
We doubled down on how Luton, a town with a bad rep, was going to be made a whole lot better when the festival arrived. Our campaign used a combination of cheeky copy and energetic visuals to make Luton feel a little less dull when Radio 1 Big Weekend rolled up. The campaign covered TV, OOH and Social.

Concept, art direction, copy
With – BBC Creative