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 be made acutely aware of it when they read the copy.
Underneath is a multifaceted end of season football campaign that revolved around all the clubs involved in relegation and promotion battles. The digital, social and experiential ideas were easy compared to the complicated media and distribution plan required to regonalise a national newspaper.. The ads and related editorial had to be 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 all evolved ensured we got the right result.