ITV

Delivering ITV Palooza: the brand’s annual showcase highlighting the past, present and what's next for advertising.

Months of planning

1,010

Attendees

Famous faces

Iconic ads brought to life

The challenge

ITV wanted to make a huge impact for their annual advertiser showcase during its 70th year. The challenge was to honour seven decades of broadcasting history while unveiling exciting future programming to secure advertising partnerships, all within The Barbican’s iconic, historical listed building.

Approach

In close collaboration with ITV, we developed a visual and experiential narrative weaving together 70 years of advertising heritage with forward-looking brand storytelling, creating resonance across all demographics. The Barbican’s main lobby and large auditorium were transformed, redesigning the stage with large-scale LED screens behind a theatrically lit performance area. Whilst our technical production team managed complex AV requirements including large-format projection mapping and dynamic lighting responding to different advertising eras, our lighting design team created bespoke effects complementing ITV’s new brand assets. ‘The ITVees’ were created for the show – three exceptional singers unique to this production who performed ITV’s story throughout the evening while interacting with host Graham Norton. The opening performance included a re-enactment of 15 iconic advertisements including Cadbury’s Drumming Gorilla, the Tango Orange Man’s famous slap, and a cast recreating Sheila’s Wheels. Simultaneously, the team provided comprehensive talent management, green room coordination, and premium hospitality touch points including bespoke welcome moments and a show-stopping after-party.

Result

Together, we created electric atmosphere and unforgettable evening that successfully balanced commercial objectives with cultural celebration, positioning ITV’s future to the advertising community while honouring seven decades of broadcasting history.