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Advertising, Design & Branding, Strategy

Designate Reveals Campaign for ‘Never Normal’ Brighton

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The Challenge

It was a two-fold mission. Firstly, we needed to find a way to re-engage residents with local businesses and induce a sense of pride in the city. Secondly, we needed to encourage people outside the immediate area to visit the city for both day trips and longer stays.

We wanted to deliver something the city could get behind and would inspire visitors.

The Results

We tapped into the sentiment around 2020's most over-used phrased - 'the new normal'. That feeling that we would have to accept a bland new reality. Brighton is a city like no other with a unique culture and attitude. It's a place filled with artists, entrepreneurs and creative thinkers. It's never been normal. And we're pretty proud of it.

That was the insight that we developed into the Never Normal Brighton. An idea that would not only make heroes of the residents of the city, but also give them the chance to own and be part of too as we had to maximise some very tight budgets.

Our work featured local people and sites taken by Brighton photographers and #NeverNormalBrighton gave people to the chance to engage with the campaign and share their Never Normal moments on social media.

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