Travel firm WeRoad has hijacked SXSW London with what it is calling a “bold, cheeky” out-of-home campaign in Shoreditch, designed to give off “main character energy”.
Launched to coincide with the cultural event’s first London edition, the campaign will be centred around five billboards aimed directly at SXSW London attendees.
The firmly tongue-in-cheek copy variously reads: “Adventure group travel for the people who collab on a podcast idea in the queue for free oat flat whites’’ or “Adventure group travel for the people who can design a brand identity in 30 minutes but can’t decide where to eat.”
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“We couldn’t miss the opportunity to crack a joke during an event like SXSW, said Justyna Chlopecka, regional marketing manager at WeRoad.
“From creators to artists, and businesspeople, they are what we could refer to as a “typical WeRoader” and what better way to make our mark in the city than making them smile.”
The brand’s work has been positioned across a range of high-footfall locations across East London centred around Shoreditch, including Brick Lane and Fashion Street.
