DIG IN

ClientTHE CLINK
Category F02. Art Direction / Design
TitleDIG IN
Product/ServiceTHE CLINK RESTAURANTS
Entrant McCANN MANCHESTER, UNITED KINGDOM
Idea Creation McCANN MANCHESTER, UNITED KINGDOM
Credits
Name Company Position
Dave Price McCann Manchester Executive Creative Director
Neil Lancaster McCann Manchester Creative Director
Clive Davis McCann Manchester Senior Art Director
Andy Fenton McCann Manchester Senior Copywriter
Karen Matthews McCann Manchester Senior Creative Typographer
Becca Ziantoni McCann Manchester Account Director

Background

47% of UK prisoners reoffend within a year of their release. The Clink Restaurants, situated inside prisons, aim to reduce reoffending by training offenders for a career in food and hospitality. It’s an amazing story. Our task was to tell it. But we only had a small budget.

Describe the creative idea

We invited journalists and food critics to spread the word through positive write-ups. We created a book, with a knife and fork secreted inside its pages, which invited journalists to dig in. After all, we’ve all heard stories of offenders trying to dig their way out using utensils that were somehow concealed. We fuelled the natural intrigue through the specially designed dust-jacket which introduced The Clink with an overview of the story we wanted to tell. The overall theme of ‘escaping’ was a snug fit for the brand and its main objective of helping prisoners escape a life of crime.

Describe the execution

A book, with a knife and fork secreted inside its pages, which invited journalists to ‘dig in.’ We fuelled the natural intrigue through the specially designed dust-jacket, which introduced The Clink with an overview of the story we wanted to tell.

List the results

Positive write-ups from journalists, including a Masterchef food-critic. The Clink featured in various news publications and in an on-board Emirates magazine. In addition to social-change coverage, The Clink has been listed in ‘Top Places to Eat’ lists, including the ‘Top 26 Places to Eat in 2017’ according to Olive magazine.