To help invitees understand what it's like to live in fear of domestic violence, we provoked another fear in them with which they were familiar. Invitees came home to find a key in their front door. This instantly made them afraid that someone they didn't know had access to their home. Attendance at the launch rose by 60% on previous years, and the invitation gained national media coverage.
Advertising Agency: Saatchi & Saatchi, Wellington, New Zealand
Creative Directors: Scott Henderson, Tony Haigh
Art Director: Phoebe Smith
Copywriter: Samantha Jukes
Account Services: Claire Dooney, Dawn Marrs
Published: July 2010