Click here for the digital execution, which won a Cannes Gold Lion and a D&AD Pencil.
The 'cycle' idea, which I originated, ran for several years, and won tons of awards.
The 'Hunting' film, at the bottom, was a separate campaign that was designed to cause a PR shitstorm. And that's exactly what happened. The CEO of Barnardo's did over 100 media interviews off the back of it, including an appearance on Britain's biggest breakfast TV show.