It’s hard getting people to do something that goes against their cultural conditioning, but we did it with this lockdown campaign for Shout UK.       It was an important message that struck all the right chords, including with the Princess of Wales who wore a mask with our messaging to a fundraiser.        This is a proactive idea that we pitched to clients. The campaign required us to wear many hats - including writing the strategy, doing the creative, creating our own font for the headlines, and doing the artwork. We loved every second of it.