Coming in Hot! First Bus Launches National Summer Campaign in Collaboration With the7stars and Madebrave


the7stars has joined forces with MadeBrave to create a brand new, multi-channel advertising campaign for First Bus, one of the largest regional bus operators in the UK, to encourage members of the public to rediscover the joy of the bus this summer. 

Debuting today with a 40-second film, CATCH THE SUMMER presents a feel-good world drenched in colour and energy designed to inspire a stress-free summer. The campaign invites people to ‘Plan, Tap, and Ride’ their way through the school holidays with the First Bus App, transforming their holiday plans one trip at a time.

Working closely with the7stars, who handled the media planning and buying, MadeBrave’s new campaign, which launches today (Mon 17 Jul), encompasses broadcast video-on-demand (Sky, ITV and Channel 4), cinema and radio, and will roll-out digitally across Reach, Meta, YouTube, and Snapchat to strategically target young people. 

The new campaign forms part of First Bus’s broader ambition to, in a world of cars, reframe buses as an attractive and fun way to get around, and with multiple benefits; taking the bus is cheaper, faster, and more sustainable. 

Josh Jenkins, client lead at the7stars, said, “We’re excited to be partnering with First Bus at a time of growth, helping them to reach both loyal consumers and new younger audiences in fresh and engaging ways. ‘Catch the Summer’ is a big step change, from locally executed price-points, to delivering holiday vibes to summer fun-seekers, nationwide”. 

John MacLean, head of campaign strategy for First Bus, said, “We set out with the ambition of building a campaign that would capture the imagination of people across the UK towards the bus and the doors it can open for parents and kids alike during the summer months. With our new ‘Catch the Summer’ campaign, MadeBrave has allowed us to continue to push the boundaries of what people would normally expect from a bus operator with a fun, vibrant and playful approach.

“Whether people are thinking of going to the park with friends for a barbecue, heading to the beach with family, or simply grabbing an ice cream on a hot day, we hope this campaign will bring joy to their faces and inspire many to choose the bus as their go-to mode of transport this summer.”

Naresh Subhash, MadeBrave deputy creative director, said, “No-one said bus ads need to be boring. In a summer plagued by the cost of living and the effects of the climate crisis, more than anything, people are looking for a little bit of respite. One way to inspire change for the better — both for our planet and for our community — is through injecting and inspiring a bit of joy. Just, unadulterated, joy. That’s the kind of work we are creating in partnership with our clients First Bus.”  

Find out more about MadeBrave’s award-winning work for First Bus at www.madebrave.com, and view the new campaign here.