In August this year, Grey London launched a simple device to try to stem escalating occurrences of violence in The UK.

The device, Take:90 was based on the knowledge that if you wait just ninety seconds before you express anger violently, that anger could have passed and no damage would been done. It takes just 90 seconds for the neurotransmitters that cause anger to flush out of our systems. The agency hoped to put Take 90 into the vernacular with its specially formulated campaign:

Grey London puts “Take 90” into the vernacular to stem violence

Then it just had to wait for opportunities to reinforce the idea. The London Derby. Arsenal defeated Spurs in the final and Grey London produced a tactical press ad to help console the loser.

The full-page ad appeared next to the match report in Monday’s Evening Standard and was directed at football fans looking to vent frustration at a disappointing match result. The long copy ad takes 90 seconds to read – the length of time it takes for anger to pass – and featured all vernacular and relevant team insights to talk about the process your body goes through as it goes from angry to calm.

Grey London produced different versions for each outcome of the match (win, lose or draw), each one addressing the anger felt by supporters in that particular eventuality.

Tor Garnett, detective superintendent and co-founder of Police Now, commented, “When you care deeply about something and are disappointed, often anger is sparked – Take:90 is a practical everyday tool to help let anger pass.”

Credits:

Agency: Grey London

Creative Directors: Joseph Ernst & Joe De Souza

Copywriter: Joseph Arnold

Art Director: Nathan Holley

Creative producer: Glen Mcleod

Designer: Stuart Leung

Business Director: Sophie Fredheim

Account Manager: Eldar Chen

Planner: Rachel Holden

Client: Tor Garnett, Detective Superintendent and co-founder of Police Now