De-Loot London
Partners Andrews Aldridge
The team
Chris King, Chris Long, Simon Hook, Richard Dunn, Mark Hobbs, Paul Slugocki.
How did the campaign make a difference?
De-Loot gave Londoners a simple, community-driven way they could help rebuild their neighbourhoods after the 2011 riots. It helped boost shop owners’ businesses and morale, partly by generating over £200,000 in free publicity for London's looted shops.
What details of the strategy make this a winning entry?
The strategy was driven by a key insight about Londoners’ reactions to the riots. As the looting grew in scale and severity, many Londoners felt outraged...