While working as Head of Design at NOW, I led the creative for a reactive guerrilla campaign for the Women’s Equality Party.

The work spanned campaign design, OOH, DOOH, social and on-the-ground guerrilla activity. The concept was developed in direct response to the public mood surrounding Donald Trump’s visit to London, at a time when his rhetoric towards women was widely criticised. Our aim was to channel that moment into a bold, immediate, positive turning of his words - bringing people together rather than dividing them.

The campaign sparked strong engagement across social channels, drew celebrity support, and drove increased traffic to the Women’s Equality Party’s website. It became a powerful example of how fast, insight-led creative can influence conversation and mobilise audiences.