• January 1, 2026

Case Study: ITV Palooza 2025

Case Study: ITV Palooza 2025

Case Study: ITV Palooza 2025 1024 683 micebook.

When ITV decided to bring back Palooza after its hiatus, the broadcaster wasn’t looking for a simple revival, it wanted to make a statement. The 2025 edition marked the finale of ITV’s 70th anniversary celebrations, and for the first time, Identity had been chosen to take the reins after winning the project through a competitive pitch.

The brief carried weight: re-establish Palooza as an essential moment in the media calendar and deliver an evening that blended nostalgia, brand storytelling and cultural confidence in a way that felt unmistakably ITV. Identity spent nearly a year in collaboration with ITV’s events and marketing teams, reshaping the entire experience from the ground up. What emerged was not a corporate showcase, but a fully staged entertainment production that invited the audience to feel ITV’s heritage as much as understand it.

The Brief

ITV approached the relaunch with clear ambition. This was not a year to simply outline the programming slate. It was a rare opportunity to celebrate seven decades of cultural impact while also signalling the broadcaster’s creative direction for the future. It wanted Palooza to feel bigger, braver and emotionally resonant, something that expressed ITV’s personality as strongly as its commercial purpose.

Meg Webster, account director at Identity, recalls the intention behind the shift, “The challenge was celebrating ITV’s legacy while demonstrating its continued creative relevance.” That balance became the backbone of the concept. Identity focused on designing an experience driven by performance, atmosphere and narrative, creating a night where the audience could absorb the message through emotion rather than formal presentation.

The Solution

Identity selected The Barbican Centre for its creative heritage and architectural character. The team transformed both the lobby and the main auditorium so the experience began the moment guests entered the building. Inside the hall, a re-engineered stage supported by a sweeping LED screen and theatrical lighting created the environment of a live entertainment show rather than a corporate event.

The programme was also reimagined, with a trio of performers known as The ITVees cast specifically for the event. They appeared throughout the night, guiding the audience through ITV’s advertising heritage through musical storytelling and light interaction with host Graham Norton. Their presence gave the evening rhythm, emotional warmth and cohesion.

Kevin Lygo’s appearance was reframed as Late Night Lygo, a talk-show style segment that delivered important messaging with informality and charm. The entire format shifted the tone of Palooza away from corporate structure and into shared creative experience. The show opened with the moment that defined the night, a live recreation of fifteen iconic British television adverts. Cadbury’s drumming gorilla, the Tango Orange Man, the cast of Sheila’s Wheels and more appeared on stage in a fast, nostalgic sequence that landed with instant recognition. “The opening performance was a showstopper,” says Webster.

Impact and Feedback

The relaunch delivered the impact ITV hoped for. Guests responded with enthusiasm to the new format, praising how naturally the commercial messaging sat within an entertainment-first experience. The live advert recreations quickly became the highlight of the evening, sparking conversations long after the show ended.

The year of collaboration strengthened the relationship between Identity and ITV, and that ease carried through into the delivery. Despite the demands of working inside a listed venue, the production ran with precision and confidence. From talent management to presentation support to rapid on-the-day adjustments, the team maintained a seamless guest experience throughout.

“It was an electric evening that balanced commercial objectives with cultural celebration,” says Webster. Palooza did not simply return, it arrived renewed and redefined, setting a new benchmark for how a broadcaster showcase can honour its heritage while presenting its future with clarity and flair.

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