How do you invite people to attend an evangelistic event without making any statements about Christianity?

That was the unique challenge posed to us by Billy Graham Evangelistic Association, who approached us to develop an advertising campaign promoting their 2023 God Loves You tour at ExCel London. We were tasked with delivering a thought-provoking concept that would draw people to attend the event, while adhering to government regulations about what can be communicated through outdoor advertisements such as bus advertising, billboards and digital signs.

To navigate this tension, we developed a bold and intriguing visual identity with the simple, provocative message: Bad news is all around. Good news is closer than you think. Our visual approach drew on editorial influences that would feel convincing and familiar to a London audience. Bolstered by the success of the campaign, the event saw over ten thousand people filling the ExCel to hear the gospel from Franklin Graham.