Havas London has worked with refugee charity Refugease for a disruptive new commuter-focused campaign aimed at raising awareness of the plight of refugees crossing the Channel to he UK.
Launching today to mark the second anniversary of the date which saw the highest number of crossings (1,295 on 22 August 2022), the Havas campaign includes a takeover of Tottenham Court Road station.
The work contrasts commuters’ own journeys with those of refugees attempting to cross the English Channel with the blunt call to action: “Some journeys cost everything. Help refugees avoid this journey by donating yours”.
Other tube activations, print and cinema adverts and radio spots based on real distress calls from boats in the Channel also hammer the message home, as does a striking mural on the Kent Coast.
Conceived by London and One Green Bean and created by street artist Humor (Hugh Whitaker), the hard-hitting mural – titled ‘The Orange Iceberg’ – uses a number of orange lifejackets to symbolise the hundreds of lives lost in the Channel.
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In addition to the Tottenham Court Road takeover, Havas created a number of digital out-of-home executions to run across the Elizabeth Line.
The disorientating adverts are designed to reflect choppy waters and make viewers feel as though they are submerged below the water line. Accompanying copy reads: “What if this was the only way to reach your destination?”.
Radio adverts were made with binaural audio technology and based on real-life distress calls from boats attempting the perilous journey.
Meanwhile, print activations were shot below the waterline and highlight the fact that it can take only a minute to drown in 7 degree water as panic and shock sets in.
“Never again will we complain about an uncomfortable commute,” said Havas London creative partner Nathalie Gordon.
“Understanding the full extent of not only what drives people to believe getting on a boat is their only option, but also what one of these journeys is actually like, is beyond comprehension
“That’s why we couldn’t just tell the stories, we had to find ways to fully immerse audiences in the moments instead. Refugease exists to help refugees avoid this journey entirely, and by donating, you will be supporting work that could genuinely mean the difference between life and death.”
The campaign was devised by Havas London as part of a ‘Look Ahead’ competition launched by Global and Transport for London which invited entrants to submit eye-catching, experiential OOH campaigns that would take tube passengers by surprise.
The cinema placements were donated by Pearl and Dean.
