I love this poster, but the client hated it. They couldn’t see it was more than an ad. It was a social comment on how it’s still acceptable to be derogatory about the white working classes (Sun Readers). Anyone with a prejudice against them would become acutely aware of it when they read the copy.

Below is a multifaceted end of season football campaign that revolved around every club involved in relegation and promotion battles. The digital, social and experiential executions were easy compared to the complicated media and distribution plan required when regonalising a national newspaper.. The ads and related editorial had to appear in the right areas of the country and be relevant to the results of the individual games. We had to create work for every eventuality and then pick the one that corresponded as soon as the result was known. It was a nightmare, but a concerted from every department involved ensured we got the right result.