Ministry of Sound gave us the task of taking their London club brand promotion underground for the first time in their history.
The campaign aims to bring the energy of the club with six seminal moments – to give people a glimpse into what goes on behind those famous doors. We wanted to show the club in a genuine light, using photographs of real people on a real night out at Ministry of Sound.
We worked with street photographer Paul Bence who spent every Friday and Saturday at the club for 3 months, documenting the electricity of the nights and the passion of the people. The result is a raw portrayal of the untold story of the club-goer: from intimate moments between couples, to the club going wild at three in the morning – all shot as discretely as possible to capture the raw energy of the night.
The posters balance Bence’s photography with bold typographic slogans taken from classic house tracks, another nod towards the club’s rich history within the dance music world. Each poster is completed with a time-stamp, helping to place the slogan and image within a real narrative.
Alongside this campaign, Ministry of Sound have a microsite where clubbers can share their own #mosmoments – join the party here.
Read more about the project here on the Creative Review Blog.