THE CHALLENGE

The Big Issue needed to remind people why the magazine exists — at a time when public sympathy was thin, attention was short, and opinions were loud.

THE IDEA

Shift the conversation from judgement to empathy. Behind every vendor is a person with their own christmas wish, and by buying a copy you’re helping make it a reality.

THE APPROACH

We avoided sentimentality and statistics. Instead, the work stated simple human truths in a direct, almost uncomfortable way.

The tone was deliberately restrained. No visuals doing emotional heavy lifting. Just clear lines that trusted the audience to join the dots themselves.