Teddy Swims ‘Cure Kids NZ’ Pop-up Busking Gig
Turning a surprise street gig into a citywide moment for Cure Kids NZ
Client:
Warner Music
The brief
Warner Music New Zealand wanted to amplify excitement ahead of Teddy Swims’ sold-out Spark Arena show by creating a memorable, community-driven moment. The goal was to connect more deeply with fans while raising funds and awareness for Cure Kids NZ and Red Nose Day.
Our curious spark
Instead of a standard promo push, we asked: What if Teddy Swims popped up unannounced to busk in the heart of the city? A move designed to stir up the kind of buzz only a spontaneous, in-the-wild experience can deliver—up close, human, and unforgettable.
Why this campaign mattered
In an age of hyper-digital everything, it reminded us that the most powerful connections are still made face-to-face. This was an activation that didn’t just promote a show—it created an unrepeatable moment between artist and fan. Plus, it harnessed the momentum for good, raising awareness and support for a cause close to Kiwi hearts.
Activating curiosity and creativity
Our curious crew at work
Turning a pop-up into a purpose-led moment takes more than just a great idea — it takes coordination, instinct, and trust. Our crew worked closely with Warner Music NZ to make the impossible feel effortless: securing a high-footfall location, liaising with city authorities, managing event permits, handling live crowd dynamics, and ensuring everything from audio to artist logistics ran smooth as a Teddy Swims vocal.
From first brainstorm to final beat, our team brought the chaos of surprise to life with calm confidence—proof that curiosity backed by planning delivers real-world magic.
Proof that curiosity pays off
Crowd magnet
Thousands showed up, drawn by word-of-mouth and the thrill of witnessing something unannounced and unmissable. And for those who couldn’t make it? They saw it blow up across headlines and social feeds.
Charity impact
The stunt raised funds and boosted visibility for Cure Kids NZ and Red Nose Day.
Brand lift
Warner Music NZ reinforced its position as an artist-first, community-conscious label unafraid to do things differently.
Lessons in curiosity
By asking, “What if Teddy Swims just showed up and sang on the street?” we sparked a moment that felt raw, real, and unforgettable. The result? A crowd-powered gig that turned fans into storytellers and proved that spontaneous connection still beats the algorithm.