Women's Aid: The power of starting in a different place
Matt Willifer and Emma HurstWCRS London
Summary – starting in a different place
This story involves back-to-front thinking.
It is a truism that if you start in a different place, you end up in a different place; and that different places are a good thing for a creative agency.
In this case, the different end place was a hugely innovative, unexpected and emotionally powerful piece of cinema advertising, which was made and aired for virtually nothing, which garnered masses of free PR, and which won Gold at Creative Circle....