TAKE:90

MET POLICE >> TAKE:90

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An initiative for the Met Police targeting low-level aggression and anger before it escalates. Inspired by the fact that anger is a chemical reaction that takes 90 seconds to run its course, we created TAKE:90. A simple tool that anyone can use in stressful situations to help them remain calm. It was a message of empowerment.

Created with 90 partners including the NHS, Prince’s Trust, Calm, Facebook and Vice. 30+ executions across print, OOH, radio, social, and digital media. Trended on Twitter, achieved national TV and radio coverage, with 47% of 16-24 year olds exposed to the campaign say they have already or plan to TAKE:90.

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Role > Creatives

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All Terry & Ange. About, awards and other lovely stuff Muchmoustache Inspired by wonkiness “Where the f**k do I sign up!?” - Some random human 'One of the best campaigns i've seen in the last 10 years' Neville Brody “The most deliberately irritating creative ever released by a brand” “Brave… or foolish” “This has to be the weirdest marketing stunt ever” 'Mum! Watch Newsnight tonight our idea is taking over the end credits.' SUPERBOWL innit A wonky box camel thing for Christmas Happy Footchrisballmas Teeny stickers with a big job 'Why wouldn't a pancake have a bum?' A 6-tonne, 100-seat gaming sofa. Obvs. 10 kettles, a nuclear physicist, and Tommy the dummy... Nom Nom Nom Over. 300. Questions. Every. Single. Day. Arrrggghhhh! Once you pop you can’t stop (making work for Pringles) Hulk smash. Then kick leaves. From a world pre pedometer The Moa, an ancient giant ostrich from New Zealand that we thought Ange had made up. We were wrong.

Terry & Ange. About, awards and other lovely stuff Muchmoustache Inspired by wonkiness “Where the f**k do I sign up!?” - Some random human 'One of the best campaigns i've seen in the last 10 years' Neville Brody “The most deliberately irritating creative ever released by a brand” “Brave… or foolish” “This has to be the weirdest marketing stunt ever” 'Mum! Watch Newsnight tonight our idea is taking over the end credits.' SUPERBOWL innit A wonky box camel thing for Christmas Happy Footchrisballmas Teeny stickers with a big job 'Why wouldn't a pancake have a bum?' A 6-tonne, 100-seat gaming sofa. Obvs. 10 kettles, a nuclear physicist, and Tommy the dummy... Nom Nom Nom Over. 300. Questions. Every. Single. Day. Arrrggghhhh! Once you pop you can’t stop (making work for Pringles) Hulk smash. Then kick leaves. From a world pre pedometer The Moa, an ancient giant ostrich from New Zealand that we thought Ange had made up. We were wrong.