Butlin’s Power of Fancy Dress

Butlin’s challenged Brazen to build brand awareness of its Big Weekender offering – action-packed weekend getaways that encourage guests to let their hair down and make lifelong memories with friends.

We needed to drive awareness of the breaks while simultaneously championing the great value for money that a Big Weekender offers. We issued a survey story uncovering the UK’s most bored town, alongside other newsworthy data around fancy dress, and brought the campaign to life via a creative photoshoot and celebrity partnership.

We teamed up with TV personality, Charlotte Dawson, to shake up an average day in Stoke-on-Trent, creating hilariously funny photography assets and video content of her in fancy dress, interacting with passers-by to uncover what fancy dress means to them.

What’s more, we partnered with culturally relevant meme page, Hunsnet, to amplify the campaign and drive further reach on socials – sharing a nationwide competition and discount code!