Client: Superdrug
Title: Superdrug - The Royal Glow Up Tour
My Role: Concept, Art Direction, Social Content, Live Activation
Scamp Visualiser : Leigh Fowler
Location: Kings Cross St Pancreas Station, London
The Brief:
Superdrug wanted to celebrate the Queen’s Jubilee in a way that honoured the monarchy and engaged the nation. With their iconic Superdrug bus as a key asset, the goal was to create a memorable event that both celebrated this historic moment and promoted their products
The Experience
After 70 years on the throne, Her Majesty deserved a glow-up! We transformed Superdrug’s pink bus into a roving royal salon, complete with a Queen lookalike, her beloved Corgis, and surprise pop-up manicures for the public. The experience launched at London’s St Pancras Square and toured beyond, creating unforgettable, shareable moments. Visitors could pose on a throne alongside the Corgis and enjoy free beauty treatments inviting the public to get Jubilee ready and celebrate with the ultimate glow-up.
On-bus manicures for passersby.
“The Queen” surprising shoppers and staff with a cheeky pre-Jubilee glow-up.
Royal Corgis in tow, charming the public.
Social-first content capturing behind-the-scenes and live reactions.
Plenty of Insta-worthy moments and crowd engagement.
Results:
80,000+ footfall across 3 days at St Pancras Square
100+ manicures delivered on the Superdrug bus
2.5M+ organic impressions across Superdrug’s channels and influencer content
1,200+ user-generated posts using #SuperdrugJubilee
Featured in 7+ digital lifestyle titles and picked up by local London press
Behind-the-scenes video content reached 100K+ views in the first week
