LOVE SAVES THE DAY: WRAY 43

At Love Saves The Day in Bristol, a two-day festival attracting approximately 60,000 attendees, Wray & Nephew introduced Wray 43 through a live, experience-led activation that placed authentic audience reaction at the centre, moving away from traditional, directive brand messaging. The campaign focused on real-time tasting and honest reactions, positioning the product as confident enough to be judged publicly, without scripting or filtration.

The activation was fronted by America Foster of Major Lazer, whose cultural credibility and global recognition helped bridge the gap between underground festival culture and an established heritage brand.

OUR APPROACH

The strategy centred on experience-led credibility. Rather than directing perception, festival-goers were invited to taste Wray 43 and immediately share their unfiltered reactions. This approach reflected how culturally aware audiences engage, valuing honesty over persuasion.

America Foster acted as a facilitator, not a spokesperson, keeping interactions conversational and unscripted.

EXECUTION

Set within a high-energy festival environment of over 60,000 attendees, the activation captured real-time reactions from participants sampling Wray 43.

Filming followed a documentary-led approach, with minimal direction and unobtrusive camera work to preserve natural behaviour. Content was captured with flexibility, allowing for both short-form social assets and longer campaign edits.

IMPACT

The activation positioned Wray 43 as confident and culturally aligned. Genuine reactions created trust-led content that extended beyond the festival, driving conversation and awareness in an authentic format.

WHY TBV PRODUCTIONS

TBV Productions understands how to capture culture as it happens. Through restraint, timing, and audience insight, TBV creates brand work that feels embedded, credible, and built for real-world engagement.