The Challenge

​

Promoting indoor events straight after a global pandemic was one of the toughest briefs imaginable. People were nervous about venturing out, let alone getting together indoors. So, etc.venues needed to give planners and their audience a reason to feel excited about events again.

The Mind Hack

​

After months of staying indoors, missing celebrations and putting plans on hold, people needed reminding of what they were missing. Events aren’t simply dates in a diary. They’re often the highlights of our lives.

 

That insight gave us a clear position for the campaign: bringing people together was about giving them something to look forward to again. Meanwhile, across the pond, celebrities were already gathering at the Oscars. And when Will Smith made headlines around the world, we spotted an opportunity to make our point impossible to miss.

The Idea

​

The London Underground poster read “Events are life’s highlights (Unless you’re Will Smith)”. The copy continued the irreverent tone, reminding readers of the benefits of event attendance and signing off with the following tongue-in-cheek call to action: “So, next time you receive an event invite, accept it. Then look forward to a day that ends with a clap, not a slap.”     

 

The idea achieved serious cut-through as people photographed the poster and shared it on social media. Comments included: “Bold but brilliant advertising” and “Best advert I've seen in a while.”