Overview

Bayy partnered with Europe’s largest YouTube collective, the Sidemen to execute guerrilla marketing activation for the release of "Christmas Drillings" featuring JME. To promote their bid for the Christmas number one, we branded a classic double-decker bus and took the single on a high-energy tour across central London.

The bus, wrapped in vibrant Sidemen visuals, blasted the track as it made its way through iconic London hotspots, creating buzz and excitement. Fans and passersby were drawn to the spectacle, helping the single gain massive attention in the run-up to the Christmas charts. It was a bold, fun, and festive activation that brought the Sidemen’s holiday hit straight to the streets!