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The ‘London Bound’ campaign centres around a tongue-in-cheek film urging northern brands to think twice before automatically hiring a London agency, and shines a spotlight on this concerning trend.

Set in a fictional ‘back-water’ version of Sheffield train station, London Bound tells the story of a brand manager sneaking off to the Capital behind his agency’s back, because he’s heard “they do things ‘proper”. However, he is caught by a charismatic Über creative.

It challenges the all-too-frequently-held misconception that the best creative talent resides in the Capital, and that brands should automatically hire a London-based ad agency because ‘it’s the done thing’.

Instead, it pokes fun at this mindset, highlighting how in London there are only “bigger bills, iconic landmarks and better restaurants for that matter” and that in the North, you “get exactly the same level of service for less money”.