Hyperactive London

“I can’t stay silent as more young lives are lost to these brutal and heartless crimes. Young people are our future, their potential deserves to be met, not taken away by violence." Idris Elba. We have been working with Idris Elba's charity, 'Don't Stop Your Future' and his marketing agency, SILLYFACE (our Miroma Group siblings) to launch a powerful, topical and incredible important campaign designed with the big man himself. 'Don't Stop Your Future' is a call to the Government to take action on the growing issue of knife crime. If you've seen the news in the last 24 hours you'll have caught Idris in Parliament Square, with our powerful and thought provoking installation behind him: 247 stacks of clothing, representing the last outfits worn by those who have been stabbed and murdered in the last 12 months. A staggering number, and one that can be reduced with government intervention. It is no coincidence that there is a direct correlation with the rise in knife crime and de-investment in funding of youth services. Our team has been working directly with some incredibly inspirational and brave families impacted by devastating loss, many of whom now dedicate their own lives to this cause, creating a powerful collective, fronted by Idris who is using his platform, to demand legislative change. The news agenda is one angle for this complex campaign, which includes the release of a new track called 'Knives Down' penned by Idris, rapper DB Maz and acclaimed producers Fraser T Smith and FaNaTiX. The campaign will continue with community initiatives with a range of partners, such as Gloves not Guns, while an OOH campaign will go live this week with the copy written by victims' families, in a plea for youth to put their knives down. As well as calling on politicians to tackle this issue with changes to the law, education and support for youth, Idris is dialling up pressure on Big Tech to limit access to weapons designed to do maximum damage to the human body. With an amazing team at SILLYFACE, Freuds Group, and @7W Music, we hope this is the start of a movement in the right direction, that brings positive change and ends this heartbreaking cycle of bloodshed. Credits:  Creative Agency: SILLYFACE: Sanam Petri, Paula Bloodworth, Margot Hauer-King Partners: Idris Elba, Don't Stop Your Future, 7W Music: Rory Lyons, Cam Ward Experiential Agency: Hyperactive London, Andrew Casher, Shorayi M. PR Agency: Freuds Group: Leah Kreitzman, Isabel Collinson, Chisomo Phiri, Emma Adams, Kerry McGlone Special Thanks: Miroma Group, Clear Channel, Alight Media, City Outdoors, Fold7, Fold7Design, Jamie Coward, Aidan S.

We face a dilemma when trying to engage the Dopamine Generation. How do we get people to look up from their devices long enough to immerse them in an IRL experience, but at the same time encourage them to share. Andrew Casher wrote a piece for The Drum - you'll find the link in the comments. Fold7 Miroma Group

In celebration of a sizzling summer of sports, we've picked some of our favourite sports highlights from Hyperactive London HQ

A supremely insightful read from SoccerBible on the current state of football fan culture, tracking its unprecedented creative influence beyond the game and into fashion, music, art, celebrity. For brands, football partnerships have often felt like they only target niche fan groups with a pricey, often prohibitive, barrier to entry. However this traditional sponsorship lens feels outdated as brands now have the ability to embrace the creative community off the pitch, and explore new angles and expressions to leverage football culture to maximum effect. Definitely worth a read - download here: https://lnkd.in/e4Gh8Kwm

Creativity is our superpower which is why we love this initiative from our 🦊 Fold7 siblings who have produced a book on world book day. ‘Foxes Can’t Paint’ encourages children aged 3-8 to embrace their creativity now, while around them funding cuts and the cost of living crisis limits their creative opportunities. Parents, teachers, follow the link to purchase. All funds go to Create Charity who empowers lives through creativity. 💙💙💙💙💙

Dear LinkedIn. This is a slightly different post to normal. Please read and share. Earlier this year we launched the Knives Down campaign with Idris Elba, his team at Dont Stop Your Future, SILLYFACE, 7WALLACE and Freuds Group. Our objective was to put the spiralling issue facing UK youth at the top of the agenda and push for legislative, funding and social change to stop the bloodshed. On our very emotional journey we met too many heartbroken, brave parents who have lost their children to knife crime, each at different stages of unbearable grief, each who have committed their own time to drive change, to avoid other parents experiencing the anguish that they have been through. This weekend is the 3rd anniversary of Tai Jordan O Donnell's murder. He was just 19. His mum, Stacey, launched a GoFundMe page last year to pay for a headstone for her boy. They were hoping to hit their target by this weekend's anniversary, however unfortunately they have not reached it. When we heard this, we thought we may be able to help by posting here. Below is the billboard that we created, with Stacey (words by her). So, friends, colleagues, network on LinkedIn, if you can spare a tenner, or a fiver, please help with whatever you can. If you can't donate, please share this post and link. Let's prove that there is some good in the world amongst all this heartbreak and tragedy. https://lnkd.in/efW267nW

Wisdom from our Fold family...

4 out of the last 5 Liverpool v Chelsea fixtures have ended 0-0, so when Carlsberg asked us to activate this game as part of their long standing partnership, which happened to be on the last day of dry Jan, we immediately identified an opportunity to talk about their alcohol free beer - Carlsberg 0.0. Our campaign positioned Carlsberg as 'The Only 0.0 We Want' built hype on socials in the days running up to the game with content previewing the fixture with legends Robbie Fowler and Becky Easton taking on a playful 0.0 challenge trying to score past David James and 10 players 'parking the bus' on the goal line. Then we hit Anfield on match day where we sampled Carlsberg 0.0 to thousands of fans on their way into the stadium, while perimeter boards ran throughout the game, plus a fan took the penalty challenge at the Kop end against David James...who has definitely still got it! Luckily CB was the only 0.0 as Liverpool smashed Chelsea 4-1 !! Fold7 Miroma Group

Since we launched the 'Knives Down' campaign with Idris, urging the government to take action on the nationwide knife crime crisis, we have used DOOH to amplify the important message. In a creative collaboration with SILLYFACE, Hyperactive London produced a series of hard hitting billboards to engage with audiences on a human level. The concept is designed to emphasise the importance of recognising victims not merely as statistics but as individuals. Collaborating closely with 13 families, who scribed their own heartfelt messages about their lost loved ones, the billboards are now displayed in their own communities across the UK. This collective effort appeals to youth to break the cycle of violence while showing the tragic impact of human loss. Creative + Production: Hyperactive London, SILLYFACE, Fold7 Media Agency: Miroma Group with special thanks to our partners at City Outdoor Media, Ocean Outdoor, Mass Media Outdoor Limited, Sports Revolution Ltd, Alight Media for generously donating inventory to this important cause 🙏 💙