The Digital Podge 2017: our latest project

digital podge, digital agency, campaign

Here is what the Freestylers created for UK’s top agencies event


Ah, the Digital Podge – the yearly event when agencies come together to celebrate their work, the industry and enjoy their peers’ company over lunch. As the 2017 creative partner, we transformed the Digital Podge into the ultimate “post truth” experience, in what was “the best Podge ever”. An event for over 250 people from the top UK digital agencies gave us the chance to flex our creative muscles.

Digital Podge 2017, digital agency, case study

Our work:

The concept: Post-truth

Get your facts first, then you can distort them as you please. Mark Twain

We were inspired by the success of our earlier work for SAXOPRINT, The Great British Postcard Competition, which redefined what being British meant post-Brexit. The post-truth treatment was our take on one of major themes of 2017 – the rise of fake news, political lies and the dislocation of reality and facts.

In the industry, 2017 bombarded us with constant news of technological advances (name “the death of the marketeer in favour of AI” for example) and the positive change in mindsets (customer-centric everything, anyone?). We wanted to encapsulate the same energy that TGBPC generated, by allowing our own industry to reflect on these changes and mock the premature assumptions and exaggerations around our “terrifying” digital future.


The collateral

From designing the website to the wine bottle labels, from bespoke QR codes for the AI experience to a “fake news” report featuring Pierre Hansfree, digital transformation dinner parties, toilet signs and Tinder Content.


The copy

Our “fake news” reports were so far-fetched that we almost started believing them ourselves. Take a look at these titles:

  • “Account manager locks creative team in cellar for six weeks”
  • “Developer stuns colleagues by making conversation”
  • “Streaker shocker at stakeholder workshop”
  • “PICTURED: 20 million post-it notes stashed under UXer’s bed”
  • “Creative Director erects statue of himself in meeting room”
  • “Too much disruption is bad for your health, says leading doctor”
  • “Streaker shocker at stakeholder workshop”
  • “Project manager sectioned after stapler not returned to her desk”
  • “Customer lost in experience map”


The partners

  • Augmented reality

We worked with Blippar, a company that provides business tools and solutions using world-leading augmented reality & visual search technologies. Guests snapped their individual, multicoloured codes through the Blippar app, and were able to play a game of “Fact or Fake” which targeted the attendees.

Here’s a flavour of the game on The Drum’s website.

  • Video

Our video partner, Sandstorm helped us produce our own “Post Truth News”, which The Drum described as, “A terrifyingly dystopian vision of marketing’s future”.

Thank you to all who joined us on the day and our partners. We hope to see you all next year!


Here are other times when we organised excellent customer-centric events:

[CASE STUDY] Award-winning integrated campaign for Saxoprint: The Great British Postcard Competition and awards night

[CASE STUDY] Highly acclaimed RS Components integrated campaign: Power hack. The event for the leading engineers and designers


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