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→ SXSW London - Campaign → Red Stripe Beer → citizenM Hotels - Branding → Diesel → Bank of England Museum → Timberland → SXSW London - Branding → citizenM - Campaigns → citizenM - Building Exhibits → Esporão Wine → KK Outlet Gallery → Museum of London → Hans Brinker Budget Hotel → Ecover → Vans → Talisker → Fairphone → USA Today → Eastpak → London Fire Brigade → Mortimer House → Ocean Rebellion → Absolut Vodka → Double Dutch → Vitra → J&B → Karma Cola → Wilde → Books → Is It Art → Questionable Things → Who The Hell





SXSW LONDON – ADVERTISING A FESTIVAL THAT DOESN’T YET EXIST


         

How do you drive sign-ups to a festival of creativity & technology, one that doesn’t yet have a line up, or a confirmed venue, and that a big chunk of the audience in Europe hasn’t heard of? 

South by Southwest (SXSW) was launching in East London, and needed a campaign to generate excitement in the run up to their London launch in June 2025. 

Leaning into the unique vibrancy of SXSW, a result of diverse disciplines and sharp minds coming together, the campaign presents a series of beautiful collisions giving intrigue over routine information. A mix of European languages and the fluorescent colours of Shoreditch markets drew attention, or brought on a migraine, depending on your state of mind. Social and digital bits ‘n’ pieces did their thing by making the words move, to music by Jamie XX.


The campaign returned £5M ROI in revenue value against ticket sales and a 147% increase on our set campaign KPIs; all with a minimum paid media spend. The launch generated 139 pieces of press coverage. Which sounds awesome and I hope no-one questions any of it.