An awareness campaign to help save a historically diverse urban landscape.
The iconic undercroft skate park at the Southbank London was under threat, and we wanted to help the local community raise awareness for this historic space. A petition appeared called Long Live the Southbank, which needed thousands of signatures to help raise the case to save it. The Southbank has been used by skateboarders and creatives alike since the early ’70s. It has become an epicentre for tourism, expressionism and creativity, and we needed to help.
The idea was to create a multi-platform, fully integrated advertising campaign rich with visual content about the people who have added their names to the petition. We wanted to shoot and document this iconic urban landscape in plumes of colour and light and build a series of visuals that showcased the space in all its glory. We used neon lights to bounce colours around the area and digitised the logo and signatures of influential people fighting to keep the space alive.
The great news is that through all their hard work with the Long Live The Southbank campaign, the skate park is still here and thriving with culture.