Canary Wharf: Winter Lights Festival 2019 - Brands2Life CHALLENGE Driving perception change is our overall brief for Canary Wharf. When the Winter Lights Festival returned for the fifth year, we were tasked with “landing the biggest splash yet” – to make sure the festival was more visible, and better attended than the previous year – and to firmly establish Canary Wharf as a cultural destination. APPROACH With a competitive arts scene in London in the New Year, we knew early outreach was essential to secure attention from the key city culture guides, and began talking to media in November to tease the artist line-up. We focused on the new pieces and in particular those by British artists such as Squidsoup who’s walkthrough experience of 24,000 spheres of light was commissioned especially f

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