The In Thing

The brief

Cancer Research UK needed a brand new, sassy campaign
that would offer a less challenging, more fun alternative to Race
for Life. Our brief was to devise a campaign to help turn usual
girls’ nights in into special events that would attract new female
supporters to the charity. Insights showed us that young women
have a fear of missing out, plus they often have their eye on the
latest trends –from seasonal fashion to popular hang outs. This
idea inspired Killer’s campaign name – The IN Thing. The fun,
typographical use of ‘IN’ communicates the trend: that staying
in is the new going out. The rest of the creative encourages
women to spend quality time with their friends at home during
November.

The work

We devised a whole range of collateral to help promote the
campaign – from outdoor and radio advertising to magazine
ads, social media and website graphics. A big part of the
project was the photo shoot – showing women having fun at
home and killing it on the dance floor (well, the living room
carpet, that is). We also designed and produced a fundraising
pack featuring posters, flyers, a newsletter, collection boxes
and more.