The PoweR of cute

  • Client: Greenwich Council

After the London Riots of 2011, Greenwich Council approached us to discuss ways of minimising persistent anti-social behaviour in the area.

Residents and shopkeepers didn’t feel safe. We needed to find a way to stop the problem minority from destroying their own community. The metal security shutters on the shops seemed to invite crime. Part of the solution was to make them less antagonistic. Recent research told us that pictures of babies faces triggers caring and nurturing behaviour in adults. So we turned the inhuman metal shutters into portraits of local Greenwich babies. As the retail units along the street shut at night the metal shutters came down to reveal the babies. 


Cannes Lions, Creative Review, Creative Circle, London International Award, DMA's UK, Campaign Big Award.