The IN Thing


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. 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.

The Work:

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.


Advertising (outdoor, radio, print, digital)