The Met Police wanted to address everyday low-level aggression and anger. The solution we came up with was TAKE:90: a simple tool that anyone can use to de-escalate their anger. 

We launched with the support of 90 partners including the NHS, Prince’s Trust, Calm, Facebook and Vice. We spread the word with over 30 executions across print, OOH, radio, social, and digital media.

As well as trending on twitter on launch day, TAKE:90 achieved national TV and radio coverage, with the BBC Newsnight pausing its programme for 90 seconds in response to an angry viewer. And this was all achieved on a budget of £0.


ITV News / Newsnight / BBC News / Channel 5 News / The Times  / The Guardian / The Daily Telegraph / Corriere Della Sera / Huffington Post / LLB / Marketing Week / Happiful Magazine / The Drum / Adage / PR Week / Campaign / Creative Review / Shots / Creative Brief / Creativity Online / London First / Revo / The Stable / Clube de Criacao / David Reviews / Lurzer's Archive


Creative Circle Bronze / Shortlisted D&AD /  Campaign Big