When the NewcastleGateshead Initiative asked us to refresh their old marketing campaign to attract 25-35 year olds to the region for a weekend break, we came up with The Tyne is Now (puns can work sometimes) campaign to position our twin city as the cultural hub it is. We had a simple strategy for the centrepiece video—our home doesn’t need to be faked. So we grabbed some mates, our friend's band and a camera (production company). By Pauly Barton and Jordan Brown.
