Promoting fun nights out in Watford

Our typographic wordplay unites Watford with Dance, Drama and Drink, suggesting that these nights out are part of Watford's fabric. The purest expression of this thought was an animated message, created to share across social platforms.

To give the message more impact, we created three night-time backdrop images that brought the three pillars to life. Each was shot on black and used neon colours to reflect the bright lights of a lively night out - chosen to work particularly well on digital screens. The clear link between each execution also helped to cross-pollinate venue types: a clubber could be tempted to try out a comedy night for example.

We also recommended a custom-built app, which enabled users to plan their night out, and see and share offers to enhance their entertainment. Underpinning all of this was the idea of a wristband that would allow free or discounted entry into participating venues, whilst acting as a visual stimulus for other people out and about.

In terms of reach the campaign has been rolled out across poster sites throughout Watford and within universities, bus advertising and video shared on social channels. Positive conversations are taking place on Instagram around nightlife in Watford and the sharing of night time events.