The Brief:

With lockdown cancelling Notting Hill Carnival, we needed to keep vibes high and ensure Wray & Nephew is the most talked about brand during the bank holiday weekend.

The Strategy:

Everyone was tired of DJ streams, so we needed to bring some fresh thinking, a totally fresh take on Notting Hill Carnival.

The Solution:

A multimedia content campaign throughout the bank holiday weekend, combining documentary, thought pieces and high tempo carnival sound clashes. We partnered with No Signal to deliver a grassroots soundclash with a steel pan band covering key tracks of the year, alongside a bespoke transatlantic exchange from JA to the UK, with the biggest names in dancehall & grime, Popcaan & Mist, shooting a transatlantic video shoot uniting Kingston, Jamaica with the birthplace of UK carnival (St Pancras Town Hall). Our content was consumed at home through a sell-out run of Carnival Packs delivered to our community’s doors.

The Stats:

Campaign trending on Twitter for 3 hours
500,000 views in 5 days on owned content
77% Share of Voice vs Competitors
140,000 Web Conversions
500 Carnival Packs sold


• Cultural Consultancy
• Insights
• Paid Media Strategy