Natwest: 14-18 Now Processions Activations

Muster were tasked by Natwest to bring to life the bank’s partnership of the 14-18 Now Processions at 4 simultaneous live sites across the UK.

On a Sunday in June sites at Belfast, Cardiff, Edinburgh and London were filled with colour as tens of thousands of women took part in a giant mass-participation artwork. Muster designed a social content experience that captured participants’ attendance and turned their movement into a never-ending digital procession.

Purposefully designed to be couriered to project managers in each city for quick and easy set up our toolkit consisted of a branded weatherproof structure, print boards, flags and the content capture equipment.

The experiences generated huge queues as women were keen to digitally immortalise their attendance. Asked to walk from left to right, each group could also fill in a processions card to further broadcast their views.

Our dedicated team were then on hand to help participants send their digital pledge to social platforms for massive coverage.

unmissable experience

Thousands of never-ending procession videos were posted to social with the #nofinishline handle.

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