#BETTERIRL
ROYAL ALBERT HALL
#BetterIRL is a campaign celebrating the incomparable experience of ‘being there’, the magic of live music, the joy of having a boogie with your friends.
The Royal Albert Hall wanted to change brand perception and spotlight the cool, unexpected events that resonate with younger and more diverse audiences as part of their wider audience development strategy.
• Reach: 2 million
• Engagements: 200k
• 39% growth in digital audiences aged 18-24 (2019 vs 2023)
Music by Bonobo feat. O’Flynn with organ by Anna Lapwood, performed at the finale of his residency at the Royal Albert Hall.The digital-first campaign uses crowd footage from Asa, Wizkid and Foals, all soundtracked by audio from the finale of electronic artist Bonobo’s five-day residency at the Hall. The music – 'Otomo' feat. O’Flynn – became a viral moment in May 2021, when the band were joined on stage by organist Anna Lapwood for a spur-of-the-moment collaboration.
Art Direction: Katie Hession/ Design: Katie Hession/ Video: Ana Fernandes and Katie Hession/ Copywriting: Katie HessionMOODBOARD
Digital
Out of Home
