On the back of the London derby between Spurs and Arsenal, Grey London produced a tactical press ad for Police Now’s Take:90 campaign to help console the loser of the North London derby.
The full-page ad appeared next to the match report in Monday’s Evening Standard and was directed at football fans looking to vent frustration at a disappointing match result. The long copy ad takes 90 seconds to read – the length of time it takes for anger to pass – and featured all vernacular and relevant team insights to talk about the process your body goes through as it goes from angry to calm.
Grey London produced different versions for each outcome of the match (win, lose or draw), each one addressing the anger felt by supporters in that particular eventuality.
Tor Garnett, Detective Superintendent and co-founder of Police Now said: “When you care deeply about something and are disappointed, often anger is sparked – Take:90 is a practical everyday tool to help let anger pass.”
CREDITS
Project name: Take:90
Client: Tor Garnett, Detective Superintendent and co-founder of Police Now
Creative Director: Joseph Ernst and Joe De Souza
Copywriter: Joseph Arnold
Art Director: Nathan Holley
Creative producer: Glen Mcleod
Designer: Stuart Leung
Business Director: Sophie Fredheim
Account Manager: Eldar Chen
Planner: Rachel Holden
