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A CAMPAIGN A DAY.

Issue One. 9th May 2014

In Brief.

01 02 03 04 05 06 07 08 Benjamin Holden Corey Kingsland

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With the risk of heart attack or stroke, atherosclerosis is becoming an increasingly greater health issue within our society. p. 3

The government is at a dilemma on how to tackle street lighting and its impact on the environment while maintaining public safety. p. 9

One man raises £1000 to hire a helicopter in the search for his lost dog and highlights the importance of keeping track of our beloved pets. p. 15

A new hand-held saw has come to market with the promise of power and multifunctionality, suitable for all household DIY. p. 21

Nissan have claimed to have developed the world’s first ‘self-cleaning’ car. The ‘Note’ is the first car that could make car washes obsolete. p. 27

‘Selfies’ lead to the death of a young boy after bullying and torment from others. The ‘Selfie’ is teaching society that narcissism is ordinary. p. 33

With thousands of cycling fatalities annually in Britain, the protection worn is often not enough. Function and image play a big factor. p. 39

The government is short changing the tax payer £38m in parking fees, looking at an alternative to the change machine is paramount . p. 45

Persil currently target nurturing mothers as their market. However, with 2.3m students in the UK, there is opportunity to expand. p. 51


DAYS

FOREWORD 9 days, 9 articles, 9 campaigns. We took problems from the newspaper each day and created ideas for solutions. Alongside trying to save the world, we ran campaigns for ads we thought needed a bit of love. From birds waging war on the cars of Britain, to tackling current issues such as the rising CO2 emissions that street lighting is causing. We wanted to create a book of quick ideas that showcased our lateral thinking.


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CLEAN YOUR ARTERIES

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To raise awareness for the book in the article and the serious issue of clogged arteries, we planned to take the campaign to the 'heart' of London and disrupt its daily 'flow'.

NIGHTLIGHT

9

As a solution to the CO2 emissions caused by street-lighting, whilst maintaining public safety, we propose a revolutionary app that changes street-lighting as we know it.

RETRIEVER

15

Losing a dog is like losing a family member. To solve this we designed a traceable dog collar alongside a campaign that would cause viral commotion across Britain.

THE SABRE SAW

21

We created a campaign that every DIY dad in Britain would react to. Marketing the multi-functional Sabre Saw as something they would never put down.

NISSAN

27

Nissan's new self-cleaning car is causing a stir amongst birds in Britain who can't put a mark on it. The birds wage a war on all Nissan Note's across the country.

TURN AROUND

33

'Selifies' are now a serious concern around the world. Turn Around isn't a product but an idea- It's time to consider every photo, time to make a change, time to turn around.

HALO

39

A product that stays true to its name. We appeal to cyclists who are in need of a guardian angel when they are on the road.

BAY PARKING

45

To prevent the Government short changing Britain, we propose an innovative, cash free solution to parking tickets.

PERSIL

51

We take Persil in a new direction and run a campaign telling students to fully embrace the uni experience, creating relationships in an unexpected market.


01 CLEAN YOUR ARTERIES Atherosclerosis is a potentially serious condition where arteries become clogged up by fatty substances, such as cholesterol. The restricted blood flow can damage organs and stop them functioning properly triggering a heart attack, or a stroke. This article advertises a book which can help the reader learn to clear their arteries and keep their blood flowing freely.

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We wanted to readvertise the product as a current rising health risk. We would grab people’s attention to the issue through ambient advertising in the ‘heart’ of London. Our idea was simple, slow down the foot traffic into London at rush hour by placing inflatable ‘cholesterol’ on foot bridges. By slowing their flow of movement we are physcically putting them in the position of a red blood cell looking to rush through a clogged artery.


CLEAN YOUR ATERIES

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Day 01

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CLEAN YOUR ATERIES Day 01

GETTING STARTED Our first few concepts to advertise this book played with the idea that clearing your arteries could be simple. We sketched up a few scenarios where using household cleaning equipment could be used in contrast to the book with the underlying message that cleaning your arteries can be as easy as cleaning the house.

We also thought the problem could be shown through an interactive print campaign. These sketches show an info-graphical advert whereby the reader can place his or her finger through the holes in the page. The holes represent the diameter of healthy and progressively more unhealthy arteries. We'd love for someone to force their finger through the smallest hole and the paper to tear. This would truly get our message across.

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Our strongest idea for a print campaign was the ad left. The shape of the copy mimics that of blood flowing through the tight gap in a clogged artery. At the start of the paragraph, the copy is small, rushed and ungrammatical. This gives a sense of speed and confusion to the reader making it uncomfortable. However, just by reading, the copy becomes clearer, larger and easier to understand, replicating the smooth flow of a healthy artery.

CLEAN YOUR ATERIES

PRINT

21/04 Day 01

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CLEAN YOUR ATERIES Day 01

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AFFECTING THE 'HEART' OF LONDON Our ambient advertising is where the book gains most of its exposure. To raise awareness of atherosclerosis on a large scale, we propose erecting large inflatable 'cholesterol' that disrupts the flow into the 'heart' of London. Installations are placed on the foot bridges leading into the capital across the Thames, as well as escalators throughout train stations and the tube.

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The large inflatables would act as funnels for pedestrians and at rush hour it would slow the foot traffic down. The resulting stress would perfectly demonstrate the strain that clogged arteries put your body through. The day would be recorded to show the reactions people had to the event.

CLEAN YOUR ATERIES

CLOGGING THE BRIDGES

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NIGHTLIGHT Councils are finding themselves at a dilemma. A dilemma involving the safety of its citizens and the environmental impact that street lighting has on our world. Across the whole of the UK, street lighting is contributing to over a million tonnes of CO2 emissions every year. On one hand, councils wish to cut down their emissions by reducing the length of time street lights are active. On the other hand, reducing the time the streets are lit is having its consequences. Studies have shown that an increase in crime and accident rates coincide with inactive street lighting.

For our campaign, we propose a new lighting system which, after the lights go down, allows users to access street lighting for the duration of their journey on foot. NightLight, would be a service in the form of an app which allows users to control the lighting to meet their requirements. A scenario could be a student walking home alone after a party when street lighting has been switched off. He or she may use the app to turn the lighting on for the minutes it takes to walk home. The app uses a map to determine your route and then allows you a sufficient amount of time to arrive at your destination before the lights go off.

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NIGHTLIGHT

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Day 02

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NIGHTLIGHT Day 02

THE PROBLEM While keeping lights on at night is proven to make the streets safer, it is also having an impact on the environment. Each year, street lighting contributes over one million tonnes of CO2 emissions into the atmosphere.

ECOLOGICAL AND SAFE Our solution is NightLight. NightLight is a new scheme with an innovative way to control street lighting. By downloading the NightLight app, you are granted access to control the street lighting when and where you need it. By doing this, councils can cut down CO2 emissions as it would be possible to turn lights off earlier and still maintain a safe environment for drivers and pedestrians.

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NIGHTLIGHT

PLAN YOUR ROUTE NightLight works by providing street lighting on a specified route. Once you open the app, you will be provided with an easy-to-use map. First, you would set your current location and then your destination. Once this is set, NightLight calculates how long it will take to travel from A to B, then you can press 'Start Journey'. The next step is to let your nearest street light know where you are and voila! Lighting, all the way from yours to Bob's house.

To prevent misuse, NightLight requires its users to connect to the first street light on their journey. This lets NightLight know you are there and ready to go. The first light would be the closest to you at the point of setting your journey, whether that be the light outside your house or across the road from the club you were in.

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ACTIVATION

Day 02

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NIGHTLIGHT Day 02

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LIGHT MANIPULATION To raise awareness of the new scheme, we propose a range of interactive advertisements which show the user their control over lighting. Ads react to peoples movement in the environment, for example car billboards turn on when sensors are broken a hundred metres before the billboard; showing even the nightlight ads are energy saving.

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NightLight is an especially great app for women to use and stay safe at night, making sure that they always walk home in the light. Ads can be targeted and put in an enviroment that appeals to them, for example a girls toilet (right.)

NIGHTLIGHT

TARGETED ADS

INTERACTIVE LIGHT

By sitting down the billboard lights up, making the person feel safer and acts as advertisement for NightLights services.

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Interactive billboards let people feel safer before using the app. The billboards act as benches to sit and wait for taxis, friends or have a rest. The billboards would have sensors fitted that react to a person sitting down.

Day 02

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03 RETRIEVER

One man has redefined the term, ‘man’s best friend’, by raising £1000 to hire a helicopter in a bid to find his lost dog. We would all go to great lengths to find our pooches. It raises the question, can anything be done to prevent our pets from going missing? Could there be a product which helps us track lost dogs or cats? Our solution is Retriever. Retriever is a GPS tracking collar that can be worn by dogs or cats. In conjunction with the app, Retriever would provide fast and accurate locative positioning of the little rascals.

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Our campaign follows the hoax story of the Queen’s missing corgis. Improvised viral news reports would speak of the missing dogs - causing panic around Britain. Print ads would show the royal guards in a search for the dogs, going to extreme lengths to find them. The campaign would wrap up with a speech from the Queen announcing the return of her dogs with the promise it will "never happen again."


RETRIEVER

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Day 03

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RETRIEVER Day 03

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GEO LOCATION To prevent having to go to extreme lengths to retrieve your beloved pup, we propose a solution - Retriever. Retriever is a collar fitted with a GPS tracking device that allows users to locate the whereabouts of their pets. Geo location pin points the little rascals so that no one needs to rent helicopters in a bid to find their hound.

THE TRACKER Sleek, modern design makes Retriever the most comfortable collar for your pet. Smooth edges ensure the collar doesn't rub. The collar also comes in a variety of colours.

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RETRIEVER

THE PROMOTIONAL CAMPAIGN The Queen's Corgis have gone missing!

Viral videos would appear online of News reporters declaring the dogs' departure from Buckingham Palace. Within hours the video would receive thousands of views as patriotic Brits share the news with friends and family.

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We want to send Britain into a state of panic by declaring the Royal Corgis have done a runner. This hoax campaign begins with posters appearing around London with a plead to help find the missing pooches. Adverts would make an appearance on Piccadilly circus' screens to emphasise the severity of the loss.

Print ads would appear in newspapers and hand outs are given out to locals and tourists to gain helpers in a bid to find the Royal dogs. All of this completely made up of course, but would send Britain's social media and news sites into a state of anarchy.

Day 03

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RETRIEVER Day 03

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RETRIEVER

The next stage to the campaign (left) is the print ads.

The campaign wraps up with a message from the Queen:

The ads show the Royal staff going to extreme lengths to find the Corgis all in over-the-top, comedic fashion. Posters would show the butlers jumping from planes in a bid to sweep the land with their binoculars or palace guards leaving their posts to ask the public if they've seen the missing dogs.

Corgis found. "It won't happen again." - HRM The ad depicts how Retriever will ensure those dogs will never go missing again. Let's just hope the Queen agrees with the product placement!

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WRAPPING UP THE CAMPAIGN

Day 03

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THE SABRE SAW The Sabre Saw is a fairly bad looking product and at that price, we are already doubting whether it will last five minutes.

We felt that if it is truly that good at what it does, then the modern DIY-Man would be proud of this tool.

However, Lidl claim it is powerful and multi-functional and suited for the job at hand. Therefore, we decided we should 'big' this product up and give it the recognition it deserves.

Our advertising sees the saw being used in ridiculous situations because the man of the house quite simply can’t put it down.

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THE SABRE SAW

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Day 04

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THE SABRE SAW Day 04

THE MULTI FUNCTIONAL SAW Our initial ideas for the Sabre Saw was to have it used in ridiculous everyday situations. Focusing on its 'multi-functional' capabilities that the ad suggests. We show the saw being used for just about anything that needs cutting.

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THE SABRE SAW

We wanted to show the Saw being used for the simplest of tasks such as opening a letter or cutting toe nails. This was the start of our, 'You wont want to put it down' campaign, showing the man going to great lengths just for the sake of using the Saw - it's that good.

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FOR THE DIY DADS

Day 04

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THE SABRE SAW Day 04

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YOU WONT WANT TO PUT IT DOWN We decided to expand on the idea of wanting to use the saw at any occasion possible. The ads below exaggerate the saw being used for tasks like cutting birthday cake or removing the tags from the back of a new dress.

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Our idea was to start creating a narrative for the campaign, by showing the modern man using the saw whenever possible. This is a tool that every man wants by his side.


Our idea for a television spot illustrates this narrative. The scene opens with a mother preparing a cake for her son's birthday. It is warming with a friendly atmosphere you would expect on a child's birthday. The boy is seen running home, excited to open presents and get a slice of his cake! As his family and friends sing happy birthday, the boy blows out the candles and everyone cheers. When the mum asks for his dad to do the honours and cut the cake, all hell breaks loose as the over enthusiastic dad uses his beloved Sabre Saw to destroy poor jimmy's big day.

THE SABRE SAW

TV SPOT

The TV spot ends with the campaign message and product placement that appeals to all men of Britain in a comical way.

In radio advertising we translate the same situation, with the sound of the Sabre Saw conveying the anarchy dads can create when they don't want to put it down. Through our campaign we show the modern DIY dad with mans new best friend- the multi-functional Sabre Saw.

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RADIO

Day 04

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05 NISSAN

SELF CLEANING CAR Nissan claim to have made a self-cleaning car. We would be more excited for this if we had cars, but still, the prospect of Saturday afternoons free for the footy, instead of smearing suds into crusty pigeon poo left on the car bonnet sounds impendingly pleasing.

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To advertise this revelation, we decided it would be interesting to see things from the birds point of view.


NISSAN

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Day 05

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NISSAN Day 05

NO FEAR. When looking at ideas for an advertising campaign we knew it was a great opportunity to really exaggerate the capabilities of Nissan's new car.

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The Indian festival of Holi and Spanish La Tomatina day both relay an extravagant message when a sparkling clean car is sat in the middle of all the mayhem.

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NISSAN

The Bring it on campaign starts with situations that every car owner can relate too. In print we show scenes that would distress all motorists over the UK. The car is parked in locations deliberately trying to get dirty for the sake of testing the new paint. The Nissan Note taunts the would be perpetrators through confident copy. This is where we begun thinking about a campaign that saw the car from the birds point of view.

BRING IT ON

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NISSAN Day 05

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THE BIRDS ARE FIGHTING BACK One of the worst sights for any motorist is walking out the door to go to work and see a car covered in bird poo. Well the new Nissan Note has something special about it, and when the birds find that their planned packages of carnage don't stick to the cars gleaming exterior; their worlds are turned upside down.

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The birds are fighting back in the 'Bring it on' campaign, waging war on all Nissan notes through out the country in a world of bird vs car.


NISSAN

Our television spot highlights this rivalry in comedic fashion. Two 'infantry' birds are seen watching the car. After several attempts to poo on the self-cleaning car, the infantry men give up and 'call in the heavies.' As large seagulls fly in slow motion, dramatic music is played to the sound of their arrival. The screen cuts to a side view of the birds and the music stops, as the seagulls attempt to 'lay waste' to the car's immaculate surface, the sound of their droppings is pathetic in comparison to the build up. The birds fail to spoil the car, and the camera cuts back to the two birds on the branch, the birds are disappointed and confused then the copy appears on the advert: 'The New Nissan Note. The world's first self-cleaning Car. Bring it on.'

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TV SPOT

Day 05

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TURN AROUND COMBATING THE 'SELFIE' Technology is great. Smartphones are great. Smartphones are now capable of taking good, if not better photos than digital cameras. Since the creation of front facing cameras, 'selfie's' have been pouring onto social media. Millions upon millions of narcissistic JPEGs have appeared on our screens. The issue may seem comedic, and you may ask what's wrong with that? But 'selfies' are turning into a serious concern around the world.

The acceptance of photographic vanity has lead many teenagers into mental illness, unaccepting of their appearance and in some cases, leading to suicide. Something needs to change. For this campaign we propose not a product, but a simple idea. Next time you go to take a selfie, turn your camera around. What do you see? What do you hear? What inspires you? It's time to consider every photo, time to make a change, time to turn around.


TURN AROUND

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Day 06

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TURN AROUND Day 06

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FIRST RESPONSE Our first idea for this campaign was to get people's attention. We wanted the world to know about the issue at hand and thought what better way than to go right to the source. Our idea was to turn everyone's profile picture back to the default, white silhouette of a person. Instantly, people would notice as soon as they logged into their social media account. We wanted to not only draw their attention of their missing profile picture, but we wanted people to ask themselves what they truly know about their friends.

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We wanted to raise the question whether our online presence is really how humanity should be. By asking questions like: 'what colour are my eyes?' or 'what's my middle name?', we wanted people to sit back and ask themselves if creating relationships through the web is meaningful. If it's not meaningful and you can't answer these questions about someone, do you really know them? Is the profile they have created for you to see really them? And who are you to judge?


TURN AROUND

TURN AROUND We decided however, that creating a campaign that wasn't so literal would be a better way to get to the selfie takers and the iphone-a-holics. The issue is not with the 'selfie' or the creator, the issue lies with our devices. Technology has come a long way, and having a camera is great. But, the meaning of photography is lost.

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Day 06

'Turn Around' is a campaign which aims to turn around the attitudes of selfie takers. Turn around is not a product, it is an idea. With the camera mark, people are instantly reminded to turn their cameras around and consider each photo.

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Campaign mark


TURN AROUND Day 06

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GUERILLA Turn around would use stickers of its logo, placed in the environment at locations where there is something much better to photograph. It's really up to you what you snap, but these are there to inspire you, and get your mind off those selfies.

Turn Around is a seed planted into the minds of these trigger happy camera snappers. The idea is that when you go to take a selfie, turn your camera around, what do you see? What do you hear? Is there somehting that inspires you? A story waiting to happen? Are you stuck on a piece of work? Or proud of your latest creation? 'Turn Around' is a campaign against emotionless selfies and a chance for people to inspire one another and share better.

TURN AROUND

INSPIRE

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07 HALO

CYCLISTS AIRBAG

Cyclists have it hard, fact. They are under constant threat from accidents on busy London roads. Taxi’s weave and push their way through whilst colossal red buses tower beside them. Sometimes an accident can’t be prevented and the cyclist is at great risk.

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A helmet is not always enough, and in the case of poor Gary Kemp (right), he suffered even with one on. Three quarters of cyclist fatalities have severe head injuries, in this campaign we use inspiration from car airbags to provide cyclists with extra protection that could prove vital in preventing life threatening incidents.


HALO

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Day 07

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HALO

Day 07

HELMETS AREN’T ENOUGH By taking the same concept from the car, an airbag for cyclists didn't seem a bad idea. We looked at two different ways it could be attached, above is one that could push the rider away from a head on collision; which was later removed as head to head collisions are less likely in cycling accidents.

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The second idea below is called the 'Halo'. Upon impact sensors inflate the airbag and it wraps around the head reducing the amount of force during contact. Halo adds protection to a helmet, as well as solving the problem of people not wanting to wear them.

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HALO

The Halo inflates at a split second, providing added protection when you need it. It is a necessary addition to a cyclists protection as three quarters of cycling fatalities suffer from severe head injuries.

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REDUCING IMPACT

Day 07

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HALO

Day 07

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HAVING A GUARDIAN ANGEL ISN'T ENOUGH In print we play on the image and copy of the Halo. By suggesting you need to wear your own Halo because guardian angels are being distracted.

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We create the scene of an accident waiting to happen and show that even angels can make mistakes. You're better off relying on your halo for safety and protection.


HALO

For ambient advertising we wanted to bring the product into the cyclists natural environment. Guerrilla marketting involves logos placed on cycling signage.

It also reinforces our message from print - you should always wear a halo when cycling. Not only will it increase brand recognition amongst cyclists, it will also be a constant reminder when they are cycling to stay safe.

AMBIENT

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08 BAY

CAR PARKING SOLUTION Car parking is a pain. Not only is it hard to find a space, but when you do, you are overcharged and to add insult to injury, the machines aren’t giving our change back. The government is keeping £38million a year from the absence of change in ticket machines.

This article has inspired us to devise a way in which car parking no longer needs to paid for at the car park. Our idea is simple. Inspired by the Oyster card used on the London Underground, we propose a card which can be used to pay for parking without the hassle of change and tickets.


BAY CAR PARKING

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Day 08

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BAY CAR PARKING Day 08

WIRELESS PARKING Scraping together enough change to park your car is a hassle. On top of that, we aren't being given our change back. We propose a smart way to pay for our parking - by simply topping up your Bay card you can park anywhere without exchanging cash for a ticket. Scan your card on the parking spaces' sensor and it registers all of your details you've previously set up when joining taking note of the registration plate on your car.

NO TICKETS, NO CHANGE Not having tickets equates to a more convenient way of parking in a world where emphasis is put on becoming ever-more digital. This also means a more ecological way of parking; no paper, no ink and less running costs.

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When scanning your Bay parking card, you have the ability to customise the time you want to spend in the car park, with the purpose of limiting your spending.

When your time is nearly over, a notification is sent to your phone as a light reminder. You have the option of staying for longer and you can enable this through your phone just like an alarms snooze button. On top of these features is a GPS that locates the car, an issue that seems increasingly unavoidable as we get older.

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CUSTOMISE YOUR TIME

BAY CAR PARKING

CUSTOMISE YOUR TIME

Day 08

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BAY CAR PARKING Day 08

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TOPPING UP

BAY ADS

Topping up your Bay card is simple, either do it online, through the app or even in the post office. The later is generally for people who haven't got internet access or smartphones.

We realised a lot of days out for shopping or leisure is ruled by the expiry of a parking ticket. People therefore rush through their days, resulting in it being ruined or incomplete. In our print ads we wanted to show this simply, creating situations that people can relate to. Exaggerating these scenes was neccessary because we felt when you rush things you tend to forget about something or other- mothers leaving babies and half dressed men running out of shops convey how parking tickets can really ruin your day.

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BAY CAR PARKING

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Day 08

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09 PERSIL

FOR STUDENTS Persil are a mother friendly brand and this is reflected through its heart felt adverts which show children learning valuable lessons as they grow. We chose this advert as we realised an opportunity for the brand to expand its market. As students, we are all too familiar with the chore that is washing clothes. However, with over 2.3m students in the UK, it is safe to say there is a gap in the market for Persil to become the first choice for students when it comes to laundry.

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Our campaign would promote the act of getting dirty, filthy and messy - talking to students in a tone thats all too familiar. Pop-up Persil stands across the country’s freshers fairs start the relationship as soon as uni begins. Freebies such as bright white T-shirts are handed out with provocative copy, telling students to ge them filthy- and use Persil to get them white again.


PERSIL

29/04

Day 09

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PERSIL Day 09

A NEW DIRECTION As soon as students arrive in their 'wonderfully smelling' halls, a select corner of the room slowly rises with all manner of fancy dress and atire from freshers week. With no other brand targeting students, Persil have an opportunity to speak to them on their level and reap the rewards of being a student respected brand.

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With Mum and Dad at home happy to be rid of their darling, the dilemma is students have to start washing their own clothes. We know this isn't often as we still have first hand experience, but we take this idea and use it to our advantage throughout the campaign; using relative copy and visuals.

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PERSIL

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By doing this the student doesn't see an advertisement for a cleaning detergent, they see themselves in the same situation with a firm smile on their face, immediately forming a relationship with the Persil brand. 'If Persil condones that sort of behavior, then mum musn't use it'.

Day 09

We wanted Persil to appeal to students on a personal level, making links between all student life, from sports, to nights out. Anything that can get your clothes dirty, do it! We want them to fully embrace the uni lifestyle and think about the consequences later - in keeping with their current concept, where they embrace the experiences of childhood and growing up.

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APPEALING TO THE STUDENT


PERSIL Day 09

FRESHERS FAIR Freshers Fairs are a great place for numerous brands to introduce themselves to students. They probably wont be expecting Persil to be telling them to get filthy. But, in keeping with their expectations of university, we want them to fully embrace the whole experience.

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Pop up stores at freshers fairs introduce students to the brand. The give aways such as T-shirts, wash bins and Persil products appeal to students through our tone of voice

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PERSIL

PERSIL ON TOUR

Photographs of the tour are put online for students to tag their mates in. This way we take the brand into their online environment, where a large amount of thier time is spent on social media.

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Day 09

Packaging sold in student union shops

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Persil on tour involves the brand going on a national tour of each university. By tracking its progress online, students can see when Persil are visiting them. Hosting night events and giving away free merchandise that makes uni life a lot easier.


THE AUTHORS

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ABOUT THE AUTHORS

COREY KINGSLAND

Hi, I like football.

Hi, I like Pizza.

www.benjaminholden.co.uk +44 (0)7805380281 hello@benjaminholden.co.uk

www.coreykingsland.co.uk +44 (0)7772329999 corey.kingsland@gmail.com

BENJAMIN HOLDEN

A CAMPAIGN A DAY

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Benjamin Holden Corey Kingsland

A CAMPAIGN A DAY.


A Campaign A Day