South Bank Campaign

Summer 2019

Create your own adventure

Art, theatre, music, food and fun; London’s South Bank has it all. But how do you encapsulate the breadth of its offering in a single, integrated campaign? The destination is already a firm favourite among tourists, but can you make it appeal to local audiences too? These were the challenges set for us by South Bank London this summer.

The team asked us to position the area as the cultural heart of the capital, with something for everyone whatever the weather. And if our concept had the potential to evolve with the seasons, even better. We responded with a campaign that celebrated individual South Bank attractions working together to create a vibrant, unparalleled whole. We also ensured that we could build on this idea for winter 2019 and beyond, enabling our clients to develop a recognisable identity for the area, rather than starting from scratch each time.

We commissioned illustrator, Karin Akesson, to produce a series of drawings depicting iconic South Bank sights as well as seasonal details. We then played with the illustrations like a make-your-own jigsaw – using different combinations to appeal to different groups of people. And through the campaign strapline, ‘Create Your Own Adventure’, we encouraged the South Bank’s audiences to play too.

At the height of summer 2019, our South Bank London campaign was seen across print, digital, posters, billboards and social media. Watch out for the winter 2019 edition, coming soon.