Our brief was to create a powerful single image that takes us into the heart of life on an East London estate, where violence, ambition and strength are rewarded. The solution was an arresting poster that alludes to the Top Boyness of it all, and the power risks gangs take to rise to the top. Shot against the backdrop of an East London estate, the cast are stood on street furniture that makes up the shape of a podium. In a two week campaign, the image was seen on 700 poster sites across London, Birmingham, Manchester and Bristol.
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