When the government aren't making public safety ads, what do you do? Make them yourself. At the beginning of the COVID-19 outbreak, we were horrified to see how Brits were carrying on, like a pandemic wasn't spreading across the UK. Given the lack of advertising the Government had been doing to get the UK to understand the importance of staying inside, we actually decided to do it ourselves.

Myself and two creative pals created a series of posters and were in the process of getting them printed to guerrilla all over London where people were gathering. But as the lockdown was (finally) imposed, we shared them with the world on social instead. Within 24hours of us posting them, we’d gotten 210,000 media impressions and had them up on 30 DOOH sites in London and across the UK for two weeks. Not bad considering we didn’t spend a penny.

The posters were shared around the world from India to Jakarta to Turkey to America and back again. They made it into news shows and image banks. They were featured on an episode of viral comedy Jonathan Pie. Even the government’s own designs started to look a liiittttllleee familiar. Hopefully you didn’t see them in the flesh. Because you were inside. Right. Right?