Oxfam engaged Kingdom Collective to generate maximum awareness of their long-standing music property, Oxjam, driving high footfall to the month-long event programme and enabling the organisation to hit fundraising targets.


Working with the campaign strategy “Local Music, Global Impact”, we set about asserting Oxjam’s long history of supporting emerging talent, whilst raising money for the charity’s vital work to end poverty.

Our approach?  To devise a launch plan that enlisted high profile artists for a series of activations in Oxfam stores around the UK, leveraging their social and media profiles to drive music fans towards the volunteer-run Oxjam events making up the festival.


We conceived, programmed and produced a series of pop-up gigs in Oxfam stores around the UK to coincide with the launch of Oxjam 2017. Programme included:

  • Everything Everything live in Canterbury – bringing the band back for an intimate gig, 10 years after they played one of their first ever shows at Oxjam in 2007
  • Annie Mac – BBC Radio 1’s First Lady of Dance took over Oxfam Manchester
  • Metronomy – intimate DJ set in Bristol ahead of his sold out show
  • Marika Hackman – acoustic set from the folk singer-songwriter in Dalston store
  • Mr Jukes – Former Bombay Bicycle Club front man performs a secret live show for 50 punters


  • Five sell-out events, across different Oxjam stores around the UK
  • Over 30 pieces of PR coverage including Mixmag, DJ Mag, The Independent and Bristol Evening Post
  • Social amplification through artists channels with combined reach of over 1m