About the project

HUMBUG is, hands down, one of London's most raucous Christmas shows. A 2-hour+ festive party packed with live music, sing-alongs, performances and unexpected surprises. Hosted by the merriest man on earth. Santa Claus himself. Across three years, we've created the branding, experience design and marketing behind a sell-out London show that has sold 30,000 tickets.

The proposition has evolved with every Christmas. We started with a grumpy Santa and an immersive Christmas dive bar, then turned up the volume year on year. Now he's the rock 'n' roll King of Christmas, throwing the Holy Grail of Christmas Parties. We've carried each new chapter through the brand, the experience itself and meticulously planned campaigns spanning OOH, performance marketing, organic social and CRM. Three years. Sell-out shows. 30,000 tickets sold.

“ Smith & Devil exceeded expectations, seamlessly blending strategic planning with creative design to craft a logo, brand identity, and key art that truly connected with our target audience. Their innovative use of mid-journey brought our vision to life, showcasing a forward-thinking approach that has left us absolutely delighted with the outcome. ”