“Britain is broken.” That’s what we’re told, repeatedly. Nothing works, and there is no clear direction. As a 'country', we are divided beyond repair, and according to online pundits and political wannabes, we’re a ‘has-been nation’ decaying under dark clouds of negativity—a grim and gloomy outlook. But is this really true? 

At Havas, we don’t think so, we also know so. Because we’ve been out there, travelling the length of Britain and talking to all kinds of people, from all walks and stages of life. Far from being a place of monotonous doom and gloom, Britain is a place of vibrant, multi-hued hope, love, and unity. A sparkling, U-Kaleidoscope of ambition, pride and beauty!

On our journey to re-discover our great nation close-up, we’ve attended a marathon in Newcastle, a tractor expo in Yorkshire, a drag evening in Bradford, a dog show in Bristol and many more excellent and eclectic events. Diverse gatherings with one thing in common: they bring people together around something meaningful. A shared passion, a common goal, a collective love. People united. 

From all the people we met, we chose six incredible Brits from across the country for their ‘close-up’ – to tell their stories with even greater substance. Talking about their lives, their hopes and dreams, what is meaningful to them and the moments that really matter. 

Our goal: a vibrant and visual census of the wonderfully diverse and different people that call Britain home. 

Going beyond traditional research methodologies and data gathering, we set out to understand what real people think, feel, and do – because in today’s world, it’s too easy as marketers to think we have all the answers. Because what people say on their socials, in polls, and in research panels is only a snippet in time, a slice of the story, and what we need is the full picture in context, and with deep human richness. 

We all have access to more data than ever before and that is brilliant for so many reasons. But too often we use data to pull people apart, show the differences, the fractured media habits and it can be overwhelming. We aim to make a meaningful difference to brands, businesses, and people and we think we can do this more effectively by looking at what brings us together and what unites us as Britons to help build brands that authentically matter and mean something. 

Join Havas at Mad//UpNorth as we explore Britain’s dazzling beauty and future with BRITAIN IN CLOSE-UP – a visual census of our nation in all its glory. Sunglasses optional.