The Best Investment You’ll Ever Make
Client: The City of London & London Living Wage Foundation
Design, Art Direction & Animation: Me
Copywriter: Poppy Cumming-Spain
CCOs: Stu Outhwaite-Noel & Ben Middleton
Despite the City of London being one of the wealthiest areas in the world, only 100 out of 9620 businesses were paying their staff the real living wage. The City of London Corporation wanted to do something about it, and that’s where we came in.
But how do you reach busy CEOs and ask them to listen?
We realised that sometimes you have to speak someone’s language to make them understand - so we talked business to businesses, and created a fake stock market to remind them that paying the London Living Wage isn’t just good for people, it’s good for business too.
To launch the campaign, we hosted an event at the Museum of London, creating a HTML5 visual which mimicked the stock market on their ellipse screen. (I built and coded all the visuals myself!)
We then had our tickertape visuals placed on prominent screens in the financial district, targeting all the big wigs and suits with our message in a language they’d understand.
This was accompanied with press ads in City AM, City Matters and the Financial Times, as well as targeted social posts on LinkedIn, Twitter and Instagram.
It was organically picked up by dozens of media channels and shared thousands of times on social, overall resulting in over 50 businesses signing up to the real London Living Wage.
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