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The Knacker's Yard

Client: D&AD
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.
The podcast would run alongside a digital campaign, with a Local Radar promotion on Spotify to increase exposure as well as a regularly curated Knacker’s Yard playlist of recommended tunes.
Why a podcast? It’s a hugely growing media and musical experiences are interesting topics to discuss. The Knacker’s Yard is a way to invite in new friends and share the love of music in the Midlands.
An old school campaign of posters and coasters would be implemented as well as a cross-promotion with a local brewery to get the Knacker’s Yard name on ale bottles and beer mats in pubs, cafes and the like across the city.
The Brand - Why The Knackers Yard? It has industrial connotations that connect with the city’s identity plus a nod to the self deprecating humour found across Birmingham.
The Mindset - It’s all about fun - never flashy, always real. Causing a bit of disruption, sparking conversations foregoing pretentious jargon and chart chat for a stripped back approach, inviting you in for a cuppa’ rock n’ roll.
The Principles - We are young at heart, laid back, and here to have fun while nurturing our musical roots.

Credits

Lisa Williams

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