Retro campaign aims to save the rave
The Night Time Industries Association (NTIA) is fighting for your right to party with a series of posters inspired by classic rave culture.
The “Last Night Out” campaign, launched by McCann London for the Night Time Industries Association (NTIA), paints a bleak picture of the future of UK nightclubs, foreseeing their possible extinction by 2029.
Through a series of rave-inspired posters, the campaign uses familiar visuals and flyer-style designs. These retro posters, reminiscent of classic rave culture, convey a sombre message instead of promoting upcoming events: something there’s likely to be far fewer of if this vital economy is not protected.
With club closures accelerating at over three per week, the campaign predicts New Year’s Eve 2029 as the final night out for UK clubs, with a call to action for audiences to act by signing a petition to push the government for a Heritage Protection Scheme. This would grant cultural status to iconic venues, preserving them as part of the UK’s social fabric.
Club classics
The campaign’s nostalgic aesthetic taps into the popular ‘90s rave look, as seen recently in Channel 4’s Partygate series promotion. While the designs may appear cryptic to newcomers, those deeply connected to the UK club scene will likely recognise the message and engage with the petition.
“We are witnessing the systematic dismantling of the night-time economy,” explains NTIA CEO Michael Kill. “Our industry isn’t just about entertainment – it’s about identity, community, and economic stability. Losing our venues means losing jobs, culture, and a vital aspect of UK society. Without urgent action, December 31, 2029, could mark the end of an era that has shaped generations.”
Currently live nationwide, the campaign features DOOH ads, flyposters, social media, and an editorial partnership with Resident Advisor.
Our take
After a recent night out in Bristol where we took in an eclectic, life-affirming set from DJ Plastician, a friend and I had a slightly inebriated discussion about electronic music on our meandering route home.
It dawned on me how many genres the UK is responsible for championing and creating: drum ‘n bass, house, techno, jungle, dubstep, grime, hardcore, garage… the list goes on.
From risking jail time to get the latest homespun bangers out on pirate radio, to fiddling with Protools in the wee hours from a council flat, there’s something uniquely quirky and creative about the people of the UK that’s made it a world leader in defining the night out. (Not to mention how we’ve dominated the pop and rock charts worldwide too!)
Covid lockdowns brought home for many how much the absence of this communal bonding meant to us, but truth be told, the cracks were starting to show well before that. Your night out is, you see, crafted by an interconnected web of diverse skillsets: from tweaking sound modules to serving drinks and managing venues. All of these are at the mercy of our economic, legal, social and cultural whims.
Step forward the NTIA .Suffice to say, I love its recent subversion of the club night poster genre to highlight a vital cultural and economic cause.
The fact that the campaign reminded me that I’m seeing fewer and fewer of these lurid, dayglo odes to our big nights out is testament to its MO.
Let’s hope the NTIA’s posters get drowned out by a sea of genuine club night marketing campaigns.
Credits
Creative Agency: McCann London
Executive Creative Director: Regan Warner
Senior Creatives: Adam Taylor-Smith, Stephen Yeates
Head of Design: Lisa Carrana
Design Director: Kerry Roper
Motion Design: Lexie Hoskins
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