First Bus launches national summer campaign in collaboration with MadeBrave and the7stars
![First Bus launches national summer campaign in collaboration with MadeBrave and the7stars](/imager/features/first-bus-launches-national-summer-campaign-in-collaboration-with-madebrave-and-the7stars/457524/firstbus-lead_66bbdf7ed4f61d71755be29800c98e6e.jpg)
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.
![Firstbus 2](/imager/features/first-bus-launches-national-summer-campaign-in-collaboration-with-madebrave-and-the7stars/457526/firstbus-2_73bd651ee5004c2171ca5dc27e609d87.jpg)
![Firstbus 1](/imager/features/first-bus-launches-national-summer-campaign-in-collaboration-with-madebrave-and-the7stars/457525/firstbus-1_73bd651ee5004c2171ca5dc27e609d87.jpg)
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.”
Credits
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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