BAYY continues to break down the boundaries of traditional marketing and connect with our audience through memorable real-world experiences, from installations, live games, performances, events, and activities. Below are some of our favorite projects so far.
ASOS x DLT
OBJECTIVE
TO PROMOTE THE ASOS BRAND AT THE DLT FESTIVAL
ACTIVATION
We produced an ASOS on the Beach installation at DLT The Recipe R&B Festival. The activation centered around a custom-built photo booth disguised within an ASOS beach hut, where guests could take pictures with their friends to remember this core memory. The activation also featured a custom "Spin to Win," where everyone had a chance to win an exclusive ASOS prize, from unreal summer finds to £150 gift cards!
AYRA STARR X 21 INFLATABLE
OBJECTIVE
Ayra Starr’s team commissioned Bayy to design and produce a giant inflatable to promote her album 'TYIT21'.
INSTALLATION
A giant inflatable featuring the number 21, adorned with Ayra Starr’s album branding and a sign inspired by the album artwork.
DUA LIPA x radical optimism
OBJECTIVE
To engage fans and create a memorable experience for the release of Dua Lipa's new album 'Radical Optimism'.
INSTALLATION
A custom-branded ‘Radical Optimism’ ice cream van, featuring a manifestation board for fans to engage with. This van will be stationed at three locations in London, offering free ice cream and providing an ideal photo opportunity.
PArtYnextdoor 4
OBJECTIVE
To promote the launch of the 'PARTYNEXTDOOR 4' album in London.
ACTIVATION
BAYY designed a custom-branded wrap for a Mercedes V-Class with the album artwork. This vehicle traveled around London, picking up fans for a personalized listening experience.
AMAZON MUSIC X SAM RYDER
OBJECTIVE
Curate a marketing campaign to support the release of Sam Ryder’s Christmas single on December 1st.
CAMPAIGN GOAL
The goal of the campaign is to drive streams to the new song and bring awareness to Amazon Music as a service.
THEME
An immersive Christmas experience.
ACTIVATION
A branded double-decker bus styled like a Christmas grotto will be deployed, offering custom-branded items and featuring a street performance by Sam Ryder.
RemA MURAL
OBJECTIVE
Bayy was commissioned by Virgin Music to work with a local London artist to create a mural showcasing Rema’s latest EP, "Ravage."
INSTALLATION
The artist took inspiration from the EP artwork and key themes within the track titles to create a beautiful mural in Shoreditch, London.
FOOTLOCKER X HYPE FOR THE HOLIDAY
OBJECTIVE
A Christmas campaign that involved customizing shoes and giveaways to immerse customers in the holiday giving season.
ACTIVATION
Bayy was commissioned to curate and produce a Footlocker store takeover and Hype Truck activation. This included customization by artists at Footlocker stations, a custom Footlocker "wheel of fortune," and a custom branded Footlocker van. Additional elements included a DJ, custom basketball hoop, custom lollipops, and more.
ICE SPICE INFLATABLE
OBJECTIVE
To celebrate the release of Ice Spice's viral album ‘Like…?’ and her performance at Wireless in London
THEME
The cover art for Ice Spice’s album ‘Like…?’
ACTIVATION
Bayy was commissioned to create a 6-meter inflatable and rig it in key locations around London, such as Brixton, Shoreditch, and Central London.
PINKPANTHERESS STREET ACTIVATION
OBJECTIVE
To generate a buzz around the release of ‘Heaven Knows’.
CREATIVE
Bayy took over the streets of London to create buzz around the release of PinkPantheress’s highly anticipated album. This included fly postering, dove balloons, and graffiti stencils.
RUSS POP-UP PERFORMANCE
OBJECTIVE
To announce the release of Russ's highly anticipated album ‘Santiago’.
INSTALLATION
Working alongside Graduation Records, Bayy produced and created an activation for Russ to announce the release of his highly anticipated album. Bayy curated a rogue show in the middle of Shoreditch in a derelict car park. This attracted hundreds of fans who congregated to meet him. Using social channels, Russ teased the event and announced the location only hours before, surprising fans with a free show and exclusive preview of his new album! We produced the iconic gold pyramid he told fans to find, which was placed on a tow truck that he performed off of.
PINKPANTHERESS ACTIVATION
OBJECTIVE
To curate and produce a fun activation to generate buzz around the release of PinkPantheress’s ‘Heaven Knows’ album.
CREATIVE
Set in the heart of Shoreditch, fans needed to unveil the hidden track list of the album locked inside a huge wooden chest. Fans embarked on a quest to sift through 1,000 keys, searching for the elusive one that unlocks the mystery box. Each fan was granted a single opportunity to test their chosen key and access the contents within the chest.
SIDEMEN: CHRISTMAS DRILLINGS
OBJECTIVE
TO POMOTE THE RELEASE OF SIDEMEN’S SINGLE ‘CHRISTMAS DRILLINGS’.
ACTIVATION
Bayy curated a custom-wrapped double-decker bus and an album signing event in central London for the release of Sidemen’s single, "Christmas Drillings."
BRENT FAIYAZ FAN PULL UP
OBJECTIVE
TO CELEBRATE THE LAUNCH OF BRENT FAIYAZ’S NEW ALBUM ‘WASTELAND’.
ACTIVATION
BAYY Produced a fan meet and greet and an album listening party where hundreds of fans turned up to the secret location which was announced only 2 hours before the event started.
DBE WORLD ALBUM RELEASE
OBJECTIVE
TO CREATE AN ACTIVATION TO PROMOTE THE RELEASE OF DBE’S LATEST ALBUM 'THE WORLD IS YOURS’.
INSTALLATION
Bayy designed and commissioned the production of the giant 'The World Is Yours' statue. 3D printed and reinforced with a timber frame, the statue was placed in key footfall locations around London.
Bayy also curated an official Wireless merch stand to promote the new album. We custom-designed an Airstreamer in the album cover art branding and sold DBE Wireless merch that we produced for the event.
central cee - TURN THE WEST INTO THE ‘WILD WEST’
OBJECTIVE
Make the West go wild. Curate and execute multiple live activations across West London to promote the ‘Wild West’ mixtape launch week.
THEME
Turn the West into the Wild West
INSTALLATIONS
WEST LONDON TAKEOVER - BAYY took over West London, Central Cee’s hometown. Central Cee appeared riding a real horse throughout West London, and old-style 'Wanted' posters were fly-posted across underground stations in our guerrilla marketing campaign. We created custom 'Wild West' branded orange Lamborghinis, billboards, and XL wanted posters at key landmarks across London. BAYY went on to create collectible "Wild West" figurines of Central Cee on the horse, inspired by the activation, which fans could purchase.
NINES GELATO VAN ACTIVATION
OBJECTIVE
TO CREATE A BUZZ AROUND THE RELEASE OF NINES’ LATEST ALBUM ‘CROP CIRCLE 2’.
ACTIVATION
BAYY curated and designed a fully custom-wrapped gelato van in 'Spaced Out' Crop Circle 2 branding. The activation included custom AU Vodka slushies and 'Cali'-inspired gelato flavors for fans. Nines announced the meet and greet 30 minutes pre-activation and linked up with fans in Soho Square with Crop Cat.
BAYY also curated a CD signing activation around Birmingham and Manchester, which included the fully custom-wrapped gelato van.
Nines - MONOPOLY
OBJECTIVE
Bring to life the album ‘Crabs in a Bucket’ through a series of activations and create a buzz on social media.
INSTALLATIONS
GIANT MONOPOLY. BAYY curated a fully immersive experience where players could come to play a giant custom Monopoly game. The board was customized using significant locations related to the artist. Players could travel around the board using electric toy cars and roll XL dice, while the bank had real money. This event was held on Church Road, North West London, as it is where the artist is from.
D BLOCK EUROPE
OBJECTIVE
To create live activations in London, including a fan experience to promote D Block Europe's new album "Home Alone 2."
THEME
BAYY created a campaign across the album release week, including a pop-up fan experience "The House of DBE," inspired by their album name "Home Alone 2" and album artwork, a gaming app, and a guerrilla marketing campaign with XL goat heads in central London.
ACTIVATION 1
BAYY transformed a venue in central London into a DBE "Home Alone 2" experience. Fans and VIP guests were invited to the immersive experience, including an exhibition, XL snakes and ladders, a merch shop, a Q&A session, and more.
ACTIVATION 2
BAYY created a custom-made 6-meter-tall goat head knocker with the purple snake inflatable, based on the album artwork with DBE branding. BAYY used a guerrilla marketing technique, popping up at key London locations.
ACTIVATION 3
DBE APP. BAYY PRODUCED AN OFFICIAL DBE GAMING APP.
JUICY COUTURE X URBAN OUTFITTERS
OBJECTIVE
BAYY transformed a fitting room in the Urban Outfitters Oxford Circus store into the Juicy Couture fitting room. BAYY pitched three room concepts to the team.
INSTALLATION
BAYY created a fully wrapped rhinestone fitting room with pink and rhinestone hardware and mirrored vinyl details.
ICE SPICE X NICKI MINAJ
OBJECTIVE
TO CREATE A VIRAL MOMENT AND TO CELEBRATE THE RELEASE OF ‘PRINCESS DIANA’ BY ICE SPICE FT. NICKI MINAJ.
THEME
THE ALBUM COVER FOR ‘'PRINCESS DIANA’.
ACTIVATION
BAYY wrapped an iconic London taxi in the ‘Princess Diana’ cover art and captured content in key London locations.
JLO X MALUMA - MARRY ME
OBJECTIVE
TO CREATE A POP UP ACTIVATION TO PROMOTE JLO’S NEW MOVIE MARRY ME
THEME
‘MARRY ME’
ACTIVATION
BAYY created a custom chapel-shaped photo booth, including a video message from JLo. Guests were invited into a pop-up shop in Boxpark Shoreditch, where they could use the custom accessories from the accessories wall to snap photos in the photo booth, create a love lock to symbolize their love, and see the gallery of images from the movie. BAYY also created a custom "Marry Me" wedding cake and custom signage: ‘This Way to the Altar’ and ‘Wedding of Maluma and JLo.’
ELLA MAI
OBJECTIVE
CREATE A FAN MEET & GREET EVENT TO PROMOTE ELLA MAI’S ALBUM ‘HEART ON MY SLEEVE’
CREATIVE
BAYY DESIGNED AND PRODUCED THE ALBUM LISTENING PARTY BUS FOR THE FAN GREET & MEET ACTIVATION.
AJ Tracey, CHEERLEADER FLASH MOB
OBJECTIVE
Create a 360 marketing campaign, creative gifting, and activations across the week of the release of AJ Tracey’s new album, ‘Flu Game’.
THEME
Michael Jordan’s iconic Flu Game in the 1997 NBA finals
INSTALLATIONS
BAYY curated a choreographed flash mob of cheerleaders to perform to a key track from the album “Little More Love” at peak times in London Underground stations and other busy locations. From this, BAYY created a TikTok campaign that drew social media attention.
AITCH FAN PULL UP
OBJECTIVE
TO CELEBRATE THE RELEASE OF AITCH’S DEBUT ALBUM ‘CLOSE TO HOME’.
ACTIVATION
BAYY curated an open-top bus fan meet & greet activation in Manchester to celebrate the launch of Aitch’s debut album. Merchandise was handed out during the activation, and Aitch did a live performance for fans who turned up at the secret location. All event production and the custom-wrapped bus were curated by BAYY.
NINES 4/20
OBJECTIVE
TO CREATE AN ACTIVATION TO GENERATE A BUZZ AROUND THE RELEASE OF CROP CIRCLE 2.
ACTIVATION
Bayy created an interactive fan experience at 420 Hyde Park where fans received a smokers' pack with a custom grinder, papers, and a lighter. Crop Cat joined the team for a meet and greet.
DBE LAP 5
OBJECTIVE
Create marketing campaign STRATEGY FOR THE RELEASE OF DBE’S LATEST ALBUM ‘LAP 5’.
THEME
DBE’S ALBUM ‘LAP 5’
ACTIVATION 1
Bayy directed and produced a go-karting event for the first part of the marketing campaign. This included creating custom signage and posters, sourcing venues, and inviting fans who preordered the album to come down and compete at the event.
ACTIVATION 2
Bayy created a video timeline store concept based in Oxford Street, showcasing and selling merch from the past 5 years. This consisted of 360-degree screens displaying music videos from all of DBE’s past albums, edited by Bayy.
AJ TRACEY - POP UP HOOP UK TOUR
OBJECTIVE
Create a 360-degree marketing campaign, incorporating creative gifting and activations throughout the week of the release of AJ Tracey’s new album, "Flu Game."
THEME
Michael Jordan’s iconic Flu Game in the 1997 NBA finals
INSTALLATIONS
BAYY CREATED A CUSTOM WRAPPED FLU GAME VAN.
A1 X J1
OBJECTIVE
To create a live activation to promote A1 x J1’s release. The experience was in collaboration with Amazon Music.
INSTALLATION
BAYY CREATED A CUSTOM WRAPPED GAMING BUS EXPERIENCE WHERE FANS COULD COME AND PLAY VIDEO GAMES WITH THE ARTISTS.
RV: Who is Rico Vondelle?
OBJECTIVE
BAYY’s mission was to tell the world about artist RV’s debut mixtape through an interactive experience and social media campaigns.
THEME
Who is Rico Vondelle?
INVITES
Custom Milk Carton
INSTALLATION
BAYY curated and produced a live Man Hunt experience in Central London. Fans and YouTubers were invited to join the immersive experience in the hunt for RV to celebrate the launch of his debut solo mixtape. Players worked in teams of up to three to collect clues that led them to the next location, where they were met by actors and installations at every point. Installations included decoy London Tour guides, "Townsend Tours," a diamond heist scene at "A Jewellers," and actors disguised as staff from a well-known uptown restaurant. The first team to crack all the clues met RV at the final location and was whisked off in a Rolls Royce for a once-in-a-lifetime getaway helicopter ride across London. BAYY also produced a series of short films inspired by Crimewatch, an interrogation room scene, and a breaking news report for social media platforms, building up to the event and featuring actors and other artists on the hunt for RV.
central cee - LIVE PERFORMANCE
OBJECTIVE
Make the west go wild. Curate and execute multiple activations across the ‘Wild West’ mixtape launch week.
THEME
Turn the West into the Wild West. SECRET LIVE SHOW.
INSTALLATIONS
BAYY produced a surprise live performance, announced 30 minutes before it began, at Wendell Park, West London. The pop-up performance was announced via a temporary, top-secret social media page created by BAYY.
HEADIE ONE X ARIGATO
CLIENT
Headie One
OBJECTIVE
CurAte a pop-up for Headie's brand OFB
RESULT
BAYY organized a collaboration with Axel Arigato for Headie to showcase and sell his merch. This gave him the opportunity to have a meet and greet with his fans and perform an intimate show for them at Axel's flagship store in Soho.
Headie One - EDNA
OBJECTIVE
create a gifting experience to commemorate the release of his album ‘Edna’.
THEME
Luxury art Experience
INSTALLATION
BAYY created miniature statues of Headie One inside a custom box. These were delivered to key figures in the industry as part of a VIP experience, where actors played an art director and a bodyguard to ensure the safety of the statues/art. This was delivered on a red carpet to the homes of those receiving the statues, with a performance from a saxophone player to commemorate the arrival.
JHUS
OBJECTIVE
TO CELEBRATE the release of JHUS FT. DRAKE’S SONG ‘WHO TOLD YOU’.
ACTIVATION
BAYY CURATED TUKTUK’S AROUND CENTRAL LONDON TO PLAY THE SONG.
