What is Campaign Underground?

Marketing demands creative thinking and, sometimes, you need to dig deep to find what lies beneath.

Campaign Underground is a unique series of live events bringing together unexpected voices in unusual places. Whether in an underground crypt, an industrial metal works or a crumbling music hall, the events present a rare chance to be genuinely inspired.

Winner of "The Game Changer" at the 2017 PPA Connect Awards


Focal recall: The art and science of mastering memories

19 September 2018 | FEST Camden, London | 2:00-6:30pm

Tick followed tock followed tick followed tock…
You still remember.
But why?

How both long- and the short-term memory affects brand success is always fascinating – marketing's long standing obsession with memory is well documented – but would the iconic campaigns we remember have the same impact today?

In a new age of information bombardment and swipe culture, how can brands expect to command attention, let alone stay memorable?

If the answer to creating powerful brand memory structures is in sensory experiences, how can you be sure that you’re creating lasting brand memories and not just fleeting impressions?

Campaign Underground’s fourth edition, in association with Green Room , delves deep into the intriguing neuroscience of memory to reveal how humans create memories and where they live. We’ll hear from the brands behind the most memorable campaigns to find out if they were actually based on science, or a result of creative instinct.

Above all, we'll explore how brands investing in genuine human relationships with their customers today can prosper in the new attention economy.


  • Ed Cooke
  • Rebecca Nascimento
    Birds Eye
  • Mark Earls
    The HERDmeister
  • Dr Amy Milton
    University of Cambridge
  • Mike Roberts
    Green Room
  • Heather Andrew
    Neuro-Insight UK


Chapter I: Memory: using the past to predict the future
By Dr Amy Mills, Lecturer in the Department of Psychology, University of Cambridge

Chapter II: Driving brand affinity through abstracted emotional recall
By Mike Roberts, Chief Creative Officer, Green Room

Chapter III: Sensory science laid bare
By Dr Cathrine Jansson-Boyd, Consumer Psychologist

Chapter IV : Leveraging memory response for effective brand communication
By Heather Andrew, CEO, Neuro-Insight (UK) Limited

Chapter V : Captain Birds Eye : The modernisation of a national treasure
By Rebecca Nascimento, General Marketing Manager, Birds Eye

Chapter V: Just make it memorable
By Ed Cooke, C0-Founder, Memrise


Full Rate: £345 +VAT

Book Now: £265 +VAT

Campaign Members can book for £215

Book Now

Green Room is a human experience design studio that enriches people’s lives. A perfect blend of art and science, combining physical, digital and communications to produce seamless multi-channel solutions that connect through the senses, fulfilling the emotional needs of the customer and the commercial needs of brands.

With 2 studios, working across 5 continents, Green Room partner with globally respected brands including Mercedes Benz, Bose, ASICS, Timberland and SEAT, to deliver extraordinary impact for their customers.


The Unconscious Bias of Brands >

April 2018 | Fabric, London

The Economics of Emotion >

September 2017 | Proud Camden

Applied Captivation >

April 2017 | Islington Metal Works

Click here to register for updates on the next Campaign Underground event


A great way to step away from your desk and take the time to engage with something new. Jessica Enright, Director, Beamly
Inspiring, pacey, educational, upbeat, informal, well organised and fun! The interesting agenda came alive with speakers who were knowledgeable and passionate about their subjects and was enhanced by deliciously experiential surroundings. Fabulous! Jayne Lunnon, General Manager, UK, TePe Oral Hygiene Products
The entire event from the moment you walk in to the moment you leave was an experiential, insightful, educational pleasure! So different to the usual conference set up which can get a little dreary, I was engaged from start to finish with this one and could have done it all again! Sophie Millington, Senior Retail Marketing Officer, Pandora

Get in touch

Follow on Instagram for regular updates: @campaignunderground

Sponsorship enquiries: jennie.meynell@haymarket.com +44 (0)20 8267 4233

General enquiries: campaignunderground@haymarket.com +44 (0)20 8267 4011