Leeds had already been making headlines as one of the UK’s most generous cities – with thousands of people showing up for causes and giving back in meaningful ways.

For us, that wasn’t just a stat to reference – it was something to build on. A chance to take that generosity out of the headlines and turn it into a live, shared moment in the city itself.

This was a social-first campaign built from the ground up – not just to be filmed, but to perform.

We brought in Max Balegde and Javeno McLean to lead the content.

Max did exactly what you want from a creator in a live environment – instantly recognisable, high energy, pulling in crowds and keeping things moving. Javeno brought a different pace, focusing on real conversations and more emotional moments with the public known for his emotive spark.

That mix mattered. It meant we weren’t just creating one type of content – we were capturing both the attention-grabbing moments and the ones people actually connect with.

Across one shoot, Monty produced 44 pieces of content across Instagram and TikTok, generating over 500,000 impressions and 10,000+ engagements.

Max’s hero collaboration post alone delivered over 70,000 impressions and 2,000+ engagements, showing the impact of pairing the right influencer with the right format.

What worked was keeping things simple. The best-performing content clearly showed what was happening, featured real people, and explained how to get involved in seconds.

No overproduction, no heavy branding – just content that felt native to platform and easy to engage with.

The activation itself did a lot of the heavy lifting. The truck gave us a clear focal point, something visible and slightly unexpected in the middle of Leeds.

Add a simple QR mechanic, and suddenly you’ve got a direct link between someone stopping in the street and taking action there and then.

From a delivery perspective, this is exactly how we like to work. Tight collaboration with the client, clear creative upfront, and then a production setup that allows us to move quickly on the day.

We handled everything end-to-end – from influencer casting and campaign strategy, through to live production, filming, and turning around social-first edits ready for Instagram and TikTok.

The result is a campaign that works in two places at once – on the street and on social. Because when you combine a strong social media strategy, the right creators, and a live moment people can step into, you don’t just create content…You create something people actually want to stop for.

And when that attention is directed towards doing good, that’s where real impact happens – something we’re proud to keep building with the partners we work with.