Choose Love

I teamed up with creative duo Jess & Joe to work on the pitch deck and development of a proactive brief for Choose Love.

Problem/Insight

In the Choose Love store, you can buy items for displaced people. Clothes packs, life jackets, food packs etc. But this year, people have been buying less. If the shop is no longer working, maybe it’s time to go beyond the shop. Is there a publicity stunt that will get people interested again? This can be influencer-led, OOH, social, stunts - anything PRable.

Execution

The final creative route was the "Fillboard", an interactive billboard designed to fill up with Choose Love store purchases that are sent directly to refugees.

The Choose Love "Chain Reaction", a concept I contributed, saw the documentation of the journey of an item from "purchase to purpose". This was utilised on the east wall of the installation at Outernet London.

The project won Gold at the 2025 Muse Creative Awards.