Knife
Award: Wood Pencil
Wood Pencil / Press Advertising / Newspaper Press Advertising Colour / 2009
Knife crime has reached epidemic numbers in the UK. Last year, police recorded more than 20,000 offences in England. For the campaign, we created the illusion that every reader of the daily newspaper City AM was carrying a knife. In order to position the knife exactly where readers hold the newspaper, we got City AM to change the layout of their back page by moving the paper's master-head to the side for the first time.
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