Creating a world-first culture moment
Reintroducing Top Boy to the world through a culture-first global strategy.
THE CHALLENGE
Following a six-year hiatus, Top Boy was returning to screens via Netflix and SpringHill Entertainment. Our brief was to write the global strategy for the show to activate against, introducing the world of Summerhouse to a new global audience while satisfying the "day one" fans who protected the show’s cult legacy.
14 Million organic impressions in the first 48 hours
£3.4M earned media value with zero paid spend
150,000 Live Views at a landmark cultural event
THE CULTURAL TRUTH
The "top" isn't a single destination; everyone is fighting to reach the peak of their own world. We realised that the fight to hold onto that position is even harder than the climb itself. This universal tension allowed us to speak to global human ambition while staying rooted in London’s specific cultural landscape.
THE CO-CREATION
We bypassed traditional "trailers" to create "Portrait of a Top Boy", a cinematic 90-second original concept film. By casting UK icons like Kano, Ashley Walters, Dave, and Little Simz, we ensured the creative direction was co-authored by the very people who defined the scene.
We launched the film to 150,000 fans at Drake’s 8 sold out shows at London’s O2, turning a "broadcast" moment into a lived cultural event that prioritised the community first. This strategic placement ensured the show's return felt like a cultural homecoming rather than a corporate launch.
THE IMPACT
Within the first 48 hours, the film generated 14 million impressions and 4.7 million views with zero paid media. With a PR reach of 933 million across global outlets like DAZED, Hypebeast, and the BBC, we proved that when a global brand respects cultural currency, the audience does the marketing for you.
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