"Je Kunt Mijn Rug Op" or "You've got my back" is a campaign dedicated to support children with ALS disease and help them participate in the sport they love the most through their peers.
The campaign was launched by a stunt at the Dutch cup final between Ajax - FC Zwolle, where the regular mascots were replaced by kids with muscle disease carried by the players to share the spotlight.
We also created a platform www.jekuntmijnrugop.nl to raise funds by having family and friends of children with muscle disease to sponsor and win prizes.
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Print and OOH campaign for Meat Mission Hoxton.
"While their bid for election glory was thwarted earlier this year, the Shreddies Nanas bounce back with their own news channel. Chucking impartiality out the window, their remit is all about reporting on their range of sugary cereals. The set design is especially good - it's as if they invaded the BBC and told Huw Edwards to scram... ever so politely, obviously.
Having started out as a bunch of grans knitting our breakfast, it's a testament to McCann London's ability to stretch out this idea for as long as they have and to crucially inject new life into it at the right time. A nice cup of tea seems well-earned here." - DAVID REVIEWS -