More than one hundred eye-catching billboards have appeared across Birmingham city centre, forming a major new campaign that celebrates the very essence of the city. Titled 'Made of Brum', the initiative shines a spotlight on Birmingham through the words and images of some of its most famous residents.
Celebrating Birmingham's Famous Faces
The billboards, strategically placed in locations like the Bullring and Broad Street, feature prominent figures with deep connections to the city. Among them is Steven Knight, the acclaimed creator of the global television phenomenon Peaky Blinders. Knight, who grew up in Small Heath, has long been a thoughtful commentator on his hometown's identity.
He is joined by other celebrated Brummies, including Guz Khan from the BAFTA-nominated comedy Man Like Mobeen, Cillian Murphy who portrays Tommy Shelby in Peaky Blinders, and the legendary Ozzy Osbourne. The campaign aims to showcase the diverse talent that Birmingham produces.
The Heart of the City: Its People and Character
For Steven Knight, the campaign is a chance to articulate what makes Birmingham special. He stated that the city's strength lies in its people, its traditions, and its history of making things. "It's the people really and it's the tradition and it's a city that has always made things," Knight explained.
He praised the down-to-earth and self-deprecating humour of Brummies, but also suggested it was time for the city to be more vocal about its virtues. "I think they're very down to earth... But I do think sometimes that means that we don't bang the drum enough," he said. Knight described Birmingham's character as having a "swagger without arrogance" and highlighted its status as one of the most diverse cities in Europe.
Building a Creative Future on Industrial Heritage
The campaign looks forward as much as it reflects on the past. Birmingham's proud industrial heritage is now evolving to embrace new sectors like technology, gaming, and a rapidly growing television and film industry. Steven Knight is at the forefront of this change.
He is spearheading the development of the Digbeth Loc. Studios, where two new series of Peaky Blinders focusing on a new generation of Shelbys will be produced. This venture is a cornerstone of his vision to make Birmingham a hub for screen production.
Knight's mantra for the city's future is simple: "make it in Birmingham." He emphasised that Birmingham is a place where you can both create physical products and build a successful career, noting its central location and connectedness as key advantages.
Major investments are underpinning this growth. The BBC's new regional headquarters at The Tea Factory in Digbeth, alongside partnerships with the West Midlands Combined Authority and Create Central, aim to nearly double BBC network television production investment in the West Midlands to £40 million annually by late 2027.
Knight championed the screen industry as a perfect vehicle for the city's renewal, calling it a "real industry" that employs a wide range of professionals from drivers and carpenters to writers and actors. He also passionately defended the BBC's role in UK culture, describing it as a "national treasure" and a training ground that has made Britain a destination for Hollywood productions.
The 'Made of Brum' campaign, therefore, is more than just a series of posters; it is a statement of intent for a city confidently building its next chapter.
