| Заголовок | World Upside Down |
| Заголовок (оригинальный язык) | #WorldUpsideDown |
| Brief | For people with sight loss, Covid-19 turned their world upside down. With social distancing rules and new shop layouts, navigating public spaces became almost impossible. We wanted to raise awareness of the issue and push for change to help the BPS community.The #WorldUpsideDown campaign took the iconic Piccadilly Lights site, Europe’s largest digital billboard and turned the ads upside down to highlight the problem. We teamed up with some of the world’s biggest brands who donated to land a place on the billboard, raising much needed funds for the RNIB at a critical time.We turned social media upside down with our campaign hashtag trending on Twitter and reaching 77% of the UK.Crucially, it became one of the most tweeted topics by MP’s that week. Leading the government to change its policy so people with sight loss could be guided by someone outside of their household again. |
| Агентство | T&Pm |
| Кампания | World Upside Down |
| Рекламодатель | Royal National Institute of Blind people (RNIB) |
| Бренд | RNIB |
| Posted | Январь 2021 |
| Бизнес сектор | Институциональные/общественного интереса/некоммерческие организации |
| История | The Royal National Institute of Blind People is a UK charity offering information, support and advice to almost two million people in the UK with sight loss |
| Тип медиа | Digital |
| Стратег | Katherine O |
| Стратег | Ed Davenhill |
| Исполнительный креативный директор | Yan Elliott |
| Исполнительный креативный директор | Micky Tudor |
| Креативный директор | Angus Vine |
| Креативная команда | Hayley Hammond Hammond |
| Креативная команда | Dan Dehlavi |
| Креативная команда | Adam Jackson |
| Креативный продюсер | Joseph Tomlinson |
| Коммерческий директор | Benedict Pringle |
| Делопроизводитель | Freddie Chambers |