For the first time this century, Eurovision is being celebrated on home turf. Of course, it’s a bittersweet experience as it should really be Kyiv that’s experiencing all the joy right now but these are dark times and in dark times we make do.
Still, Europe appears to be getting behind the competition in a big way this year and adland is pulling out all the stops too. So, let’s take a look at some of the most exciting ways brands are getting into the Eurovision spirit this year.
EasyJet – “Eurovision outfits”
EasyJet cabin crew from the airline’s Liverpool base have swapped their uniforms for famous Eurovision outfits, as it prepares to welcome fans flying in and out of the UK. Some outfits include Abba lead singer Agnetha Fältskog’s blue satin and suede jumpsuit, Ireland’s Jedward and Ukraine’s Ruslana.
Tesco – “#Cheese4cheese” by BBH
Tesco has launched a singing contest on TikTok to celebrate the nation’s love of cheese in honour of the cheesiest night of the year. The campaign is fronted by The Fizz – the group spun off from Bucks Fizz, which won Eurovision in 1981. Participants who sing alongside The Fizz will be given the opportunity to finish the lyrics themselves or sing the original lyrics by referencing their favourite cheese. The cheesiest lyrics will win cheesy prizes.
Yeastie Boys – “Let New Zealand into Eurovision” by Atomic London
New Zealand beer brand Yeastie Boys has created its own song on behalf of the nation to convince Eurovision to let them join the singing competition. Executed by Atomic London, the song has launched in partnership with Two Hearts, a Kiwi comedy pop duo consisting of Laura Daniel (vocals) and Joseph Moore (beats/occasional vocals). The song highlights why the country should be in the competition and pokes fun at Australia’s inclusion in the contest.
Booking.com “To Liverpool!” by We Are Pi
Eurovision icon Conchita Wurst, who won the contest in 2014, fronts this campaign for Booking.com, which promotes the travel website as the go-to platform for booking a stay in Liverpool – the host of this year’s contest. The campaign is also running across TikTok, as Wurst wanders around different Liverpool destinations and accommodations until finding the perfect match.
"#HelpUkraineSong" by Aurora agency
Aurora agency is hosting a digital and physical singalong to raise money for Ukraine in partnership with Ukraine’s official fundraising platform United24. The singalong will take place at midday on the day of the Eurovision final (13 May). #HelpUkraineSong will unite choirs, musicians and members of the public across the globe to show solidarity with Ukraine by singing With a Little Help from My Friends by The Beatles.
Merseyrail and Supplies for Ukraine CIC – “Liverpool buskers”
Merseyrail has teamed up with Supplies for Ukraine CIC to provide opportunities for buskers from Ukraine who have lost their audience due to the ongoing war. Buskers can perform for the audience of this year's contest at Liverpool's four main metro stations until 13 May. QR codes will be available for passers-by to scan and find out more about the musicians' stories and donate to the cause, with all proceeds going to Supplies for Ukraine CIC. The music will be recorded by Ukrainian street performers in Kyiv before it is streamed remotely to Liverpool’s central stations.
John Lewis & Partners – “Eurovision disco”
British musician Sophie Ellis-Bextor hosted one of her Kitchen Discos in John Lewis Liverpool on 11 May. Ellis-Bextor's Kitchen Disco proved popular during the pandemic with fans tuning in to watch her livestream parties from her home. She celebrated with the Liverpool community as guests were invited to dance to some of her favourite tracks while a fashion show – styled by the retailer's Liverpool personal stylists – took place.
