Relentless x

Notting Hill Carnival


Relentless UK briefed us to create a presence at Notting Hill Carnival, as a key date in the cultural calendar for its target audience.




We brokered a partnership with Benji B’s Deviation event brand as part of its annual sound system takeover at Notting Hill Carnival.

Securing rights for the client including co-branding of the stage, we worked closely with relevant parties to ensure the collaboration was respectful of the values and communities of Carnival.

To boost social shareability, we developed limited edition Relentless merch items for the event, gifted to family, friends and VIPs connected to Deviation, including Lily Allen, Vicky Grout, Jyoty and Finn Foxell, as well as influencers such as Thomas Kwofie and OluwaSeni.

The day’s events were captured through the lens of influential scene photographers Rafael V and Sam Soleman and amplified through media partnerships with Trippin’ and GRM Daily.


High visibility brand partnership creating hero moment for Relentless at the heart of Notting HIll Carnival.

Drove 3.6M impressions with target audience through cultural media partnerships.

Secured 144 pieces of social coverage with a total reach of 13.4M.

2.5k+ product samples.

100 bespoke merch items gifted to influencers and consumers.