Campaign snapshot
To celebrate Leeds United’s Premier League promotion, we create a bold, celebratory activation at Trinity Leeds that aligned with the club’s promotional parade to drive footfall and engagement. We emblazoned a 306sqm LUFC Smiley on the centre’s iconic domed roof as well as a participatory ‘Wall of Support’ on the link bridge, generating widespread media coverage, hundreds of messages and user-generated posts, leaving the city beaming with smiles.
How we did it
Working to a £25k budget and tight turnaround, we delivered a photo-worthy stunt on Trinity Leeds’ dome roof, displaying the club’s Smiley – reintroduced on the 2025 kit – assembled from hundreds of precisely cut vinyl pieces.
A participatory ‘Wall of Support’ was created, providing fans an opportunity to write personal congratulatory messages to the club on mini LUFC shirt cutouts, to be displayed on the centre’s link bridge with branded ribbons.
Media were briefed in advance, with the Smiley unveiled ahead of the promotional parade, and before Leeds United were crowned champions. A press release was issued inviting fans to add their messages and take selfies beneath the giant Smiley badge. Photography, video, and drone footage were captured to showcase the scale and impact of the campaign.
We managed end-to-end delivery, including vinyl installation, and full media management including a press unveiling event.
The results
Over the weekend, Trinity Leeds welcomed 299.9k people – a 57.6% footfall increase. 2,481 fans left messages on the link bridge, prompting extra cutouts, and the rooftop smiley drove hundreds of user-generated social posts. Media coverage included 44+ pieces, reaching 24 million (+2,300% above target) including BBC Look North, The Stun, Yorkshire Evening Post and Leeds Live.
