Brief: Create an integrated campaign to reinvigorate the London Birmingham night-time economy.
Insight: The Birmingham music scene is a key part of Midlands culture and should be celebrated. However, pubs and grassroots venues are closing down at an alarming rate and the Midlands is sadly, no exception.
Generation X’ers are going to LESS live music events than both millennials and baby boomers. They have one foot in both the analog and digital era, as pioneers of the tech movement they are savvy and industrious, yet are not consumed by the digital world we live in today.
The Big Idea: The Knacker's Yard - A podcast for Birmingham.
An integrated campaign to drag Generation X-ers out of their homes and into the mosh pits, pubs and culture soaked streets of Birmingham.