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2013 · Creative / Copywriter · DDB London
Five years after the devastating 2008 global financial crash, news of Britain's economy finally climbing back onto its feet was cause for celebration. Albeit a characteristically cautious, British one.
As one of the last great champions of high-craft print and out-of-home advertising, the Financial Times was the perfect canvas to mark this economic turning point. We created a singular, powerful moment of optimism centred around the iconic figure of Britannia.
Symbolising the nation's resilience, we visually returned her to her rightful place: standing tall on top of the Bank of England headquarters, ready for the recovery ahead.
Print · OOH · Craft
Five years after the 2008 crash, Britain's economy was finally climbing back to its feet, and the Financial Times wanted to mark the turning point. Toby Brewer wrote the work as a Creative / Copywriter at DDB London with Nikki Lindman, under Creative Directors Rob Messeter and Mike Crowe.
A recovery is not a boom, so triumphalism would have rung false. The right note was cautious, characteristically British optimism, expressed through a symbol the readership already understood: Britannia, the figure who stands for national resilience.
As one of the last great champions of high-craft print and out-of-home, the FT was the ideal canvas for a single, uncluttered image rather than a campaign of arguments. Britannia was returned to her rightful place, standing tall on top of the Bank of England headquarters and facing the recovery ahead. The craft carries the meaning: one considered piece of artwork, executed as print and large-format outdoor, doing what a page of commentary could not.
