Contrary to what most people seemed to think, the British Red Cross do a hell of a lot of work in the UK.
It was time to tell the world about it - from helping those who are lonely, to saving lives with first aid.
And the fact that it all came down to one thing - kindness.
Not only did we launch with a big cinema ad, but a new brand line that guides everything they’ll be doing for the foreseeable future.
(A lot of other Red Cross societies have been using the line, too. Which is nice.)
Chief Creative Officers: Ben Middleton & Stu Outhwaite-Noel
Director: Rocky Morton through MJZ