Stay in the Fight

Oxfam / Don't Panic

Ever noticed how adverts targeting an older age group tend to have a patronising, tired tone. Usually accompanied with a slow, sad piano soundtrack?

Oxfam wanted to do the opposite with their new legacy campaign, afterall, people in their sixties and seventies were the original protest generation. The original fighters who knew exactly how to get their voices heard.

At the same time, this new Legacy advert was also a return to the original fighting spirit of the Oxfam brand.

Our integrated campaign, “Stay in the Fight”, reignited the fighter spirit in the boomer generation and work ran across TV, poster, print, radio, bus sides and social.

The campaign launched by reuniting protestors on the 40th anniversary of one of the UK’s biggest ever protests. A stunt that was reported by over 240 news outlets.