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THE POWER OF CUTE

basics
Industry: Public interest & Non-profit
Media:Promotion & Event
Market:United Kingdom
Style: Minimalism
descriptioncnen
Describe the brief from the client
During the course of the London riots of 2011, about 3,100 people were arrested across London. There were five deaths and at least 16 others were injured as a direct result of related violent acts. An estimated £200 million worth of property damage was incurred, and local economic activity was significantly compromised.

As the disturbances died down elsewhere, anti-social behaviour in the
Greenwich area continued. Greenwich Council needed to find a way to stop the
problem minority from destroying their own community.

Promotion Development
The metal security shutters on the shops were being vandalised – they seemed to invite crime.

In 2009 scientists found proof that pictures of babies faces triggers caring and nurturing behaviour in adults. They proved that cute matters to the brain. So we turned the inhuman metal sheets on the retail units into giant portraits of babies from the local area. As the shops shut at night the metal shutters came down to reveal the babies.

Results
35 media outlets in 12 countries and 3 continents broadcast the story, with
a total of 167 MILLION potential opportunities to see. But more importantly,
communities from Belfast to The Bronx picked up on it too. One troubled area,
Northern Ireland, is rolling out the initiative this year.

One year on crime has fallen by 18% in the area around the shops, the shutters
remain untouched by vandalism and the residents say their community feels
safer than ever before.

And it didn’t take thousands of pounds spent on hundreds of police; just a few
cans of paint.

Relevancy to Product/Service
We wanted to use a completely new and previously overlooked form of media,
the shop shutters themselves, which we felt would work much better than a hard
and costly intervention like policing.
credit
Brand:
Agency:
Executive Creative Director:
Copywriter:
Art Director:
Account Manager:
Planner:
Other credit:Ogilvy Group Comms PR: Poppy Nagra
Ogilvy PR Director: Phil Reay-Smith
Graffiti Artists: Graffiti Artist Group
Project Interns: Hassan Kamara/Tracey Murray
Project Director: Aphra Kiely
Project Director: Katz Kiely
Behavioural Change Planning: Daniel Bennett
Commercial Anthropologist: Janet Hodgson
Director/Innovative Solutions Ogilvy Labs: Nicole Yershon
awards
Cannes Lions International Festival of Creativity 2013
Gold Promo
Best Use of Guerilla Marketing in a Promotional Campaign
London International Advertising Awards 2013
Silver Outdoor
Innovative Use of Billboard
London International Advertising Awards 2013
Bronze Outdoor
Public Service/Social Welfare
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