Bude Tunnel


A community-led Christmas activation for Sainsbury's. We took the already-internet-famous trolley tunnel at their store in Bude, Cornwall, and turned it into a festive spectacular. The best Xmas lights in Cornwall, the South-West, maybe even the whole country, on a trolley tunnel! Internet madness!

︎ sainsburys.co.uk

The tunnel was a smash hit. First the local community loved the surprise, and then word spread. Eventually the whole world was talking about the Sainsbury's Bude Tunnel. It even got featured on Have I Got News For You!

Build it and they will come! The Bude Tunnel became a hub for joy. One couple got engaged there, someone brought their pony along for a stroll, there were cake tributes, Christmas jumper tributes, even fancy-dress desk tributes.

In a time of bad news and Brexit boredom, Bude Tunnel lifted the nation’s spirits.

The people of Bude even ran a petition to keep the Xmas lights up for longer.

Not bad for a 70 metres of Cornish perspex!

Role: Creative Director
Agency: Gravity Road

Marketing Week Masters 2019 Gold -  Branded Experience and Events
Creative Circle 2019 Gold - PR-led Creative
Creative Circle 2019 Silver - Experiential Ambient/Guerilla
DADI Awards 2019 Shortlist - Viral

Thanks to everyone involved with this project: James Pinnington, Peter Hall, Arthur Hepburn, Oli Timbs-Harrison, Seb Royce, Jo Osbourn, Prachi Virani, Bianca Khatri, Emma Bisley, The Queen, Jerome Courtial, JCMT Agency, LCI Productions, Blooloop, Theme Traders, Sainsbury’s Bude, Trev’s Taxi Bude, Light Up Bude, and all the lovely people in Bude