For the festive season, Lion sought to move beyond traditional marketing to create a genuinely memorable and shareable Christmas moment inside bustling city pubs. The brief was to cut through the holiday noise and connect with patrons in a way that was both surprising and delightful, reinforcing the brand’s role in celebrating good times.

Leveraging our creative and production expertise, LiveWorks delivered a unique and high energy activation: a roving Christmas choir with a twist. Our talented performers visited several busy pubs in a single night, performing popular carols and songs with cleverly rewritten, beer orientated lyrics. The activation was designed to stop patrons in their tracks and replace a normal evening out with an unexpected burst of communal, festive fun.

Navigating the chaotic energy of busy venues required an agile and professional team. We adeptly handled on the fly challenges, from surprised bar managers to noisy environments, by working collaboratively and staying focused on the mission: to spread infectious Christmas cheer.

The campaign was a resounding success, creating a highlight moment that perfectly captured the brand’s festive spirit. The client praised the activation as a “complete dream to work with,” noting the choir’s “brilliant, warm, creative, chaotic energy.” The positive impact and seamless execution directly led to a continued partnership, with LiveWorks being engaged for another major campaign during the State of Origin.