This time last week I was lucky enough to be at Worthy Farm, standing in front of the pyramid stage watching Jake Bugg perform, and of course donning a pair of wellies.
Glastonbury is one of the world’s largest music festivals and provides the blueprint for many others, yet it still remains to be an utterly unique and individual experience. Appealing to folks from all walks of life, it sparks that one common element which unites hundreds of thousands of strangers; civic boosterism at its finest.
It’s 43 years since it all began and although this was my first time at Glastonbury, I instantly felt a real sense that at the heart of this festival’s production and delivery was honesty and compassion. It was refreshing to see no corporate flashing advertising boards for big name brands, instead displayed proudly, the logos of Greenpeace, Oxfam, Wateraid and our dear client Winston’s Wish, whom we’re proud to have worked with earlier this year.
The almost anti-corporate stance could be seen throughout the entire festival; whether it was up in the craft field making your own jewellery out of old silver cutlery in the back of a clapped out VW camper, or in The Park feasting on culinary delights from around the world freshly made in front you, or even trying out Gong Therapy for the first time in the Healing Field. The dominance of charities and independent suppliers over any commercial presence was extremely visible.
However, those few select brands who did manage to enter through the pearly gates were clever to not push their own agenda. EE provided two recharge tents, which allowed attendees to recharge their batteries (including their phones), use wifi and 4GEE at no cost. Whilst Hunter were canny to integrate its marketing campaign with a CSR opportunity, offering a wellie exchange whereby festival goers could donate their old battered wellies for a shiny new pair of Hunters. I was told by one of the rather handsome young volunteers, the old boots would be recycled and profits donated to the British Red Cross. Again, something to feel good about.
There is something very raw and true about Glastonbury. It’s the extraordinary ability of the Eavis family, sponsors, performers, charities and the Glasto revellers to create its own temporary community that makes this festival so successful – that’s music to my ears still ringing one week on.
Alexandra Underwood
Account Executive
