We entered the print category of the Cannes Young Lions competition (whilst we’re still classed as young!) and even though we didn’t get to catch the sun in Cannes this year, we’re pretty pleased with the result of an evening’s work.
The NSPCC fight to keep children safe because every childhood is worth fighting for and the brief was to show consumers that they can play a part in that fight. We wanted to change the way people see change. A shield represents protection, security, a barrier against evil and, in our case, it’s a metaphor for a safe and sound childhood. We want to show people that there’s power in even the smallest donation by highlighting a unique feature of our currency: the fact that by arranging a 1p, 2p, 5p, 10p, 20p and 50p piece, it forms the Royal Shield of Arms. Every donation will help the NSPCC defend children against neglect and abuse, and fight for their childhood.