In Q1 of 2020, the world turned on its head. Doom and gloom was everywhere, and it often came in the form of an exponential graph. A shape that became iconic for all the wrong reasons.
We wanted to reframe this haunting visual into something more positive. And try and find the silver-ish linings within the crisis, using the colours of the rainbow.
We pitched the idea to JCDecaux and Ocean Outdoor, knowing many of their billboard sites were vacant. The initiative launched with an Old St Roundabout takeover, followed by other sites across London, Birmingham and Newcastle over a series of weeks.