Client: ITV
ITV Palooza is ITV’s flagship annual advertiser showcase, and in its 70th year the brief was clear: create a one-night-only brand experience that celebrated seven decades of broadcasting while powerfully selling ITV’s future to the advertising community. Across 12 months of planning, Identity reimagined London’s Barbican as a live, immersive canvas – transforming the main lobby and auditorium with dynamic LED, large-format projection and responsive lighting that shifted through different eras of ITV advertising. At the heart of the show, “The ITVees” – three vocalists created uniquely for this production – performed ITV’s story alongside host Graham Norton, culminating in a high-energy opening sequence that brought 15 iconic TV adverts to life, from Cadbury’s Drumming Gorilla to Tango’s Orange Man and Sheila’s Wheels. For 1,010 guests, including 15 famous faces and senior decision-makers, every touchpoint was considered: premium hospitality, seamless talent and green room management, and a showstopping after-party that extended both dwell time and brand conversation. The result was an electric, culturally resonant evening that balanced entertainment and commercial intent, reinforced ITV’s leadership in the UK TV and streaming landscape, and strengthened advertiser confidence in the slate of future programming.
