St Davids Day outdoor campaign reimagining Welsh traditions in partnership with buildhollywood
This Dydd Gwyl Dewi / St David’s Day 2025, we launched an outdoor campaign reimagining Welsh traditions. The campaign was delivered in partnership with BUILDHOLLYWOOD, creative street advertising specialists that place creativity in the heart of our cities.
In collaboration with Bleak Fabulous, we launched the large-scale billboard campaign across Cardiff and Swansea, taking over 51 sites showcasing a series of editorial images created alongside the young people of Jukebox Academy.
The collaboration, inspired by the iconic Welsh hat, saw the students rework this traditional piece with guidance from Welsh costume designer Ffian Jones.
The work was photographed by Clémentine Schneidermann and creatively directed by Charlotte James. Presenting a reimagining of traditional Welsh costume, weaving personal heritage into designs. With elements like the red woollen cloak, paisley shawl, and Pais a Betgwn creatively reworked, reflecting connections between the past and present. The result was a series of culturally resonant interpretations brought to life on BUILDHOLLYWOOD billboards.
“This rendering of Welsh pride and identity is an editorially impressive and emotionally accomplished collaboration, showcasing the power of national identity as it really is; a movement of inclusivity, joy, and heartfelt connection.” wrote Elsa Monteith in her feature for BUILDHOLLYWOOD
The project also ties closely to our wider body of work around identity and belonging. As explored in our latest feature with Buildhollywood “This is Wales”, the campaign builds on years of creative development with young people through our community and Academy programmes. From our base in Butetown, a historic neighbourhood once known as Tiger Bay, the same neighbourhood that inspired our short film Of Us for the British Library’s Beyond the Bassline exhibition, and where so many of our stories begin.
These images are part of that same work. As Jukebox Collective’s Strategic Director Lauren Patterson put it,
“These visuals shouldn’t be seen as a challenge — they’re a creative interpretation of tradition. This is Wales.”
We’re proud that we were able to showcase the work in the public sphere, on bus stops, corner walls, and across the fabric of two cities.
Huge thanks to BUILDHOLLYWOOD for sharing that vision and to all the creatives who helped bring it to life.
Find out more about our collaboration with Bleak Fabulous here
