The Brief
As government restrictions began to ease, a tier system was introduced to help people safely return to daily life. Depending on their tier, people could meet friends and family in small groups, gather outdoors, visit other households, or form social bubbles. The challenge was to create a feel-good campaign that clearly informed the public about what they were allowed to do, while acknowledging the emotional weight of a long period of isolation.

Campaign Concept
I explored the everyday moments and festive traditions people had missed during lockdown, reimagining them as positive, uplifting stories. The idea focused on celebrating small but meaningful freedoms, using warmth and optimism to mark the gradual return of normal life.

Final Campaign
The campaign ran across digital screens throughout Birmingham, clearly communicating what activities were permitted within each tier. As a festive extension of the No Bull campaign, the visuals were intentionally cheerful and Christmas-inspired, with subtle nods to the iconic bull. The result was an informative yet hopeful message that reassured the public and encouraged them to reconnect safely.