22/04/2026
When one major UK festival took a fallow year this summer, we saw an opportunity for to step in and encourage people to go a little further! 🪜 🎪
So we headed to King’s Cross with one very simple idea: a rep, a “Fallow me to…” sign, and a secret phrase.
Anyone who came up and said “The Island of Freedom” won tickets to Sziget in Budapest for themselves and a friend, there and then.
The winners? Students, friends and first-time festival explorers who’d never been to Sziget before.
The aim was to show that a gap in the UK festival calendar could become an invitation to try something new - swapping muddy fields for sunshine, spontaneity and a festival adventure abroad.
The campaign landed 20 pieces of coverage across Metro + The Slice, PinkNews, Foundation FM, Walk Backstage & Official Charts, spanning social, radio, online and London-based newsletters - delivering 21.75m earned reach. 🎢
A nice reminder that the best ideas are often the simplest: reward curiosity, create a moment, and give people a reason to imagine themselves somewhere new. 🌞