| Title | Mistletoe |
| Agency | McCann Bristol |
| Campaign | Refuge Reversible Poem |
| Advertiser | Refuge |
| Brand | Refuge |
| Date of First Broadcast/Publication | 2018 / 12 |
| Business Sector | Charities, Foundations, Volunteers |
| Story | This campaign addresses the rise in domestic abuse at Christmas. Abusive relationships rarely start out bad. At some point, they turn. These ‘reversible’ poems dramatize that turning point. Read from top to bottom they present a cosy, loving relationship. But when read from bottom to top, they reveal the horrific undercurrent of abuse. Print advertisement created by McCann, United Kingdom for Refuge, within the category: Public Interest, NGO. |
| Philosophy | Mum’s laid out our best white tablecloth A splash of warm claret infuses Dad’s traditional punch Then, on cue... Mum starts humming ‘Silent Night’ As she unpacks crackers to snap with us We wait for Father Christmas (now read from bottom to top) If your partner turns on you, turn to us. refuge.org.uk |
| Media Type | |
| Production Company | Another Film Company |
| Group Creative Director | Jon Elsom |
| Art Director | Ken Sara |
| Senior Copywriter | Zane Radcliffe |
| Director | Steve Reeves |
| Producer | Tim Marshall |
| Agency Producer | Amanda Lowit |
| Agency Producer | Jade Mullem |
| VFX/Post Production | CherryCherry |
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