• Loading…

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.

Want more access to D&AD?

Join D&AD as a Free Member and you’ll be able to view winning work, enter the Awards, download New Blood briefs and get access to even more articles and videos.

Join for free I’m already a member

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again