Barclays Dance Pass campaign – Don't let the moment Pass
Creative targeting 16-30s with the soul-enhancing, social & savings benefits of BDP membership
Barclays Dance Pass is a free membership scheme that enables young people between 16-30 years old to book tickets to dance performances for £10 across all Sadler's Wells theatres. We were approached by Barclays and Sadler's Wells to refresh the visual identity to better reflect the experience, emotions and value of the scheme for young people today.
Three distinctly different concepts were presented and tested in front of a youth panel before the chosen approach was refined. Leading with 'Don't let the moment pass' (aka FOMO!) the campaign is current, youth-focused, emotionally engaging and flexible in terms of messaging and formats.
Digital assets included a CM360 Display suite
