Andy Powell // Creative Director
Strategising, art-directing, creative-directing writer of advertising, direct mail, digital, content and other zeitgeisty buzzwords.
Client: The Trussell Trust
Project: Acquisition, retention
Media: DRTV, social, digital banners, direct mail, inserts
Scope: Strategy, copywriting, art direction, creative direction
The need for food banks has risen by 81% in the past 5 years. So our work with the Trussell Trust has never been more vital. Our first project, an integrated winter campaign called Impossible Decisions helped raise £1.2 million across warm DM, inserts, social media ads and digital display banners.
Having heard so many incredible stories from food bank staff and volunteers, we were inspired by Karen – a true force for good on the frontline of the cost of living crisis. Her words formed the Trussell Trust's first-ever DRTV ad, shown here: More Than Ever. Directed by Jake Wynne and produced by Chris Gane at Vince.
Within a month, this ad had already beaten target by 20% and inspired thousands of vital donations. One year on, it continues to smash targets in both cash and regular giving, as well as deliver some of the lowest CPAs ever in DRTV. Testament to the power of an authentic voice from the frontline of a crisis.