First Bus launches national summer campaign in collaboration with MadeBrave and the7stars

First Bus launches national summer campaign in collaboration with MadeBrave and the7stars

MadeBrave has created a brand new, multi-channel advertising campaign for First Bus, a regional bus operator in the UK, to encourage members of the public to rediscover the joy of the bus this summer.

The 40-second film, 'Catch the summer', presents a feel-good world drenched in colour and energy designed to inspire a stress-free summer. The campaign invites people to ‘Plan, Tap, and Ride’ their way through the school holidays with the First Bus App, transforming their holiday plans one trip at a time.

Working closely with the7stars, who handled the media planning and buying, MadeBrave’s new campaign encompasses broadcast video-on-demand (Sky, ITV and Channel 4), cinema and radio) and will roll-out digitally across Reach, META, YouTube and Snapchat to strategically target young people.

The new campaign forms part of First Bus’s broader ambition to, in a world of cars, reframe buses as an attractive and fun way to get around, and with multiple benefits; taking the bus is cheaper, faster and more sustainable.

Naresh Subhash, MadeBrave deputy creative director, said, “No-one said bus ads need to be boring. In a summer plagued by the cost of living and the effects of the climate crisis, more than anything, people are looking for a little bit of respite. One way to inspire change for the better – both for our planet and for our community - is through injecting and inspiring a bit of joy. Just, unadulterated, joy. That’s the kind of work we are creating in partnership with our clients First Bus.”


Client – First Bus
Head of Campaigns - John Maclean
Head of Brand Strategy - John Godfrey
Senior Marketing Manager - Lucy Mottram
Senior Marketing Manager – Claire Wood
Senior Marketing Manager – Carolyn Harper
Agency – MadeBrave
Creative Director - Naresh Subhash
Agency Producer – Andrew Thorne
Business Director - Robert Scobie
Senior Account Manager - Fiona Mclachlan
Senior Project Manager – Fraser Ireland
Director – Dominic O’Riordan
DOP - Murren Tullett
Production Co: Infinite Content
Exec Producer – Mark Stothert & Ricky Lindsay
Production Assistant – Jack Cowhig
Service Production Co – B2Y Productions
Casting – Claire Caterson
Choreography – Mikey Boats
Offline edit – Stitch editing
VFX & Online - Freakworks
Grade – Coffee & TV
Sound – Finiflex
Music – Simon Brown

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