ITV - JOAN

Client: ITV

“The best bank in the world is your tummy,” wrote legendary 1980s jewel thief Joan Hannington, a woman who would steal and swallow diamonds to provide for her family. Keen to paint the portrait of such a remarkable figure, ITV would be launching a new series with unknown IP into a busy streaming schedule, and wanted an IRL experience to match the colour of the story behind it - in order to drive social content thrust the show into the spotlight.

In September 2024, like Joan’s diamonds, audiences at Swamp’s JOAN were swallowed whole upon entering the Bernard Jones jewellery shop (inspired by the show) on a Soho street, only to be plunged into the glitz, glamour and grit of the 1980s underworld. To stand out in such a competitive space, Swamp tapped into the current new-age nostalgia trend offering press and content creators the chance to to step into the criminal underbelly of 1980s London to fully experience the adrenaline of Joan’s journey, (and have a good deal of old fashioned–yet extremely fashionable–fun in the process). The creative approach, attention to detail and interactivity of Swamp’s JOAN experience helped to smash ITV’s reach and engagement targets, making JOAN the most streamed show in the UK in October. “This is honestly one of the best events i’ve been to” “I wouldn’t have expected something like this from ITV” and “It’s been so well planned, there are so many content capture opportunities” are just some of the feedback from guests.