In true “main character energy,” travel disruptor WeRoad has crash-landed into SXSW London with a guerrilla-style OOH campaign that’s impossible to ignore and impossible not to laugh at.
From 2nd June, five loud, proud and unfiltered billboards are lighting up Shoreditch, aimed straight at the SXSW crowd and anyone who’s ever felt personally victimised by a boring holiday. Think “Adventure group travel for the people who collab on a podcast idea in the queue for free oat flat whites’’ or “Adventure group travel for the people who can design a brand identity in 30 minutes but can’t decide where to eat.”
Positioned across high-footfall spots in East London, the campaign delivers WeRoad’s signature vibe, spontaneous, social, slightly cheeky, and built for people who don’t want to travel like NPCs.
The message? Travel hits different when you meet the right people. Preferably the kind who say yes to 4am desert hikes, roadside karaoke, and not checking their emails for a week.
At the heart of the campaign is the WeMeet concept, a nod to the idea that unforgettable trips start with the people you meet. Whether you find them on a billboard, at a hotel bar, or over a questionable street poster, WeRoad is making sure you know exactly who to travel with next.
“We couldn’t miss the opportunity to crack a joke during an event like SXSW- from creators to artists, and business people, they are what we could refer to as a “typical WeRoader” and what better way to make our mark in the city than making them smile,” say Justyna Chlopecka, Regional Marketing Manager at WeRoad.
The creative work can be spotted on five billboards around Shoreditch, including Brick Lane and Fashion Street. For the full effect, we recommend looking up, or down alleyways.
Campaign Details
- Live: Campaign runs from w/c 2nd June
- Format: 5 OOH billboards + wild posters + hotel stunt
- Locations: Centrally located round Shoreditch, London
With its rebellious spirit and unmistakable presence, WeRoad’s SXSW takeover proves that when it comes to travel and advertising, the best experiences start off the beaten path.
