Talent Communications
ART DIRECTION - Agency: Havas People
Tough jobs make for tough briefs – and great award-winning work. Forensic Psychologists are absolutely crucial to Her Majesty’s Prison and Probation Service. It’s their ability to understand the minds of offenders and go beneath the surface of what they are saying that determines everything from the rehabilitation path they should follow to whether they are fit for release or not.
This campaign took a huge detour from anything HMPPS had done before. We used sketchy, biro-drawn illustrations and animations that you could imagine had been penned by an offender. This was backed up with a headline structure that demonstrated just how tough it was to analyse how someone was feeling without going beyond the surface, and a campaign message that encouraged candidates to ‘Find the Real Story Inside.’
Winner: ‘Best Art Direction’ RMA Awards and ‘Best Integrated Campaign’ RAD Awards