HSBC and Hestia needed to raise awareness with a compelling and engaging experiential OOH campaign in an iconic location.
The key objective here was to drive mass awareness of the initiative and get people talking about the issue on social media.
blowUP media, PHD Media and Talon were able to identify the perfect location – on blowUP’s Spitalfields Market banner. In the heart of the City of London, the market is visited by 180,000 people a week giving the campaign huge exposure.
To create maximum impact, the creative execution needed to be compelling and draw in passers-by. A female actor was attached to the banner at their wrists and ankles, using 5 large ropes.
Each rope was connected to a large hand on the creative – giving the impression of the actor being controlled like a puppet on a string. As the actor continually tried to pull away from the hand, she was dragged back, unable to break free from their abuser’s control.
This was the very first time this creative concept had been used before, and the activation gained large traction on social media. Many social media users were learning about financial domestic abuse and discovering the ‘Safe Space’ initiative.