Tasked with awakening a sleeping giant within the U.K., we have been producing Southern Comfort’s events since 2020, building a new generation of consumers through activations inspired by the truly unique energy and values of the city where it all began – New Orleans.
Our Mardi Gras celebrations have always been the biggest moment in the brand’s calendar, and this one certainly didn’t disappoint. Taking over two arches within the Leake Street tunnels, we recreated the street scenes of New Orleans with functioning shop fronts, festival glitter stations, food vendors, street performances, marching bands and Mardi Gras dancers on balconies overhead. Through collaborations with local artists we made our mark in the tunnels, and created a calling card for revellers by emblazoning graffiti artwork along our stretch of the tunnels.
During the night, our marching band proceeded through the street scenes and swung the doors open to our hidden nightclub. Live DJ sets by Cirque du Soul enabled us to leverage their existing fan base and drive interest amongst our target audience, and we sweetened the deal with a set by Ewan McVicar.