Women's Aid Design & Branding WOMEN'S AID - DREAMS by Grey London

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Industry Against violence
Media Design & Branding
Market United Kingdom
Agency Grey London
Executive Creative Director Nils Leonard
Art Director Lex Firth
Copywriter Clemmie Telford
Producer Rebecca Pople, Francesca Mair
Photographer Marco Mori
Typographer Sam Dunn, Fran Marchesi
Illustrator Sam Dunn
Released November 2012

Credits & Description

Category: Advertising Typography
Advertiser: WOMEN'S AID
Executive Creative Director: Nils Leonard (Grey London)
Copywriter: Clemmie Telford (Grey London)
Art Director: Lex Firth (Grey London)
Photographer: Marco Mori (Grey London)
Illustrator: Sam Dunn (Grey London)
Typographer: Sam Dunn (Grey London)
Typographer: Fran Marchesi (Grey London)
Producer: Rebecca Pople (Grey London)
Producer: Francesca Mair (Grey London)
Account Director: Olivia James (Grey London)
Planner: Talula White (Grey London)
Media placement: Website - Www.cabinetofdreams.co.uk - 03/02/2012
Media placement: Installation Of Shop Front At Framestore Productions - Installment - 04/02/2012
Media placement: Blogger Site - Www.cabinetofdreams.blogspot.co, - 07/02/2012
Media placement: LCD Screens/Moving Posters - Westfield Shopping Centres - 11/02/2012
Describe the brief from the client
Find a way to simultaneously get people talking about Women’s Aid and raise funds.
Describe the challenges and key objectives
Women’s Aid a small charity that desperately needs both awareness and money. Because domestic abuse is a complex issue that’s hard to explain and divides opinion it doesn’t get much coverage and is seriously under publicised and misunderstood. We wanted to find a way to simultaneously raise money and get people talking about the issue and the charity. Traditionally domestics abuse is a subject that uses shocking imagery and statistics in order to try and provoke discussion and response. This time we decided to approach it from an angle of beauty and desirability to stimulate discussion and donation.
Describe how you arrived at the final design
Our design had to capture the public’s imagination and draw them to the window or the website. It needed to stimulate discussion and engage the press and public at a time when hundreds of brands and charities are competing for Valentine’s Day coverage. It had to be original and captivating a combination of stunning design and unique personality from each creator, to connect with people enough for them to buy the gift. The final design for the 'Cabinet of Dreams' reflected a Victorian curiosity cabinet. For the first time we associated domestic abuse with something visually stunning rather than shocking.
Give some indication of how successful the outcome was in the market
Designed to be live for 1.5 weeks around Valentine’s day the website and blog received 6,000 hits, Sarah Brown and Graham Norton (amongst others) tweeted about it, articles and reviews were written about the cabinet including the Huffington Post, The Mirror, Trend Hunter, Stylist, Creativity online and Design Week - the list goes on. It created 2.5m media impressions on the back of a tiny budget and its outreach was so great that we were approached about it for a magazine in Taiwan! In addition it raised over a £1,000 in consumer donations, a big amount for small charity.