Killer ideas become ‘The IN Thing’

The challenge

Cancer Research UK needed a brand new, sassy campaign that would offer a less challenging, more fun alternative to Race for Life. Our brief was to devise a campaign to help turn usual girls’ nights in into special events that would attract new female supporters to the charity.

The big idea

Insights showed us that young women have a fear of missing out, plus they often have their eye on the latest trends –from seasonal fashion to popular hang outs. This idea inspired Killer’s campaign name – The IN Thing. The fun, typographical use of ‘IN’ communicates the trend: that staying in is the new going out. The rest of the creative encourages women to spend quality time with their friends at home during November.

Bringing it together

We devised a whole range of collateral to help promote the campaign – from outdoor and radio advertising to magazine ads, social media and website graphics. A big part of the project was the photo shoot – showing women having fun at home and killing it on the dance floor (well, the living room carpet, that is). We also designed and produced a fundraising pack featuring posters, flyers, a newsletter, collection boxes and more.