I developed a creative concept with strong cut-through and powerful messaging for Canal & River Trust’s winter campaign. The idea was designed to inspire support and awareness during a challenging season, using emotive storytelling and clear, purposeful language to connect people with the importance of caring for the waterways year-round.

Building on the success of the previous year, this was the second phase of The Perfect Storm campaign. We took everything we’d learned from the first iteration and applied those insights to evolve the creative, giving it a fresh, compelling feel that would re-engage audiences. The result was a campaign that not only maintained its emotional resonance but also encouraged another strong year of donations for the Canal & River Trust.