How we created a platform of authenticity that empowered young people to explore Scotland
First Bus is one of the UK’s biggest bus companies with over 1.6 million daily customers. As their creative partner, we’ve been on quite a journey for many years now, bringing the brand into the vernacular, building relevance, and helping shape how people of all ages travel every day.
We wanted to reappraise the simplicity of taking the bus with the simplicity of a nursery rhyme, made for a generation that loves a new take on things. Where better to look for inspiration than in the contemporary music scene in Scotland? I have long been a fan of the grime scene here. The music we decided on was not about forcefeeding a cultural moment; it’s really about celebrating a vibrant and multifaceted music scene that is burgeoning out of Scotland.
We have worked with MadeBrave as our Creative Agency for more than four years. The U22 Project has been the most out of our comfort zone we have stepped as a business, but with MadeBrave at the helm we have been completely at ease that this is the right move for us as a business.
From concept to execution, the process has been a pleasure and we are absolutely delighted with the impact this work has delivered, so far. The creative and media mix are laser focussed to our target audience, and the content speaks directly to who they are, and what they are passionate about. This has very much set a new standard of ‘cool’ for First Bus.