A cowboy stranded in the desert can’t muster the nerve to ask for help from a passing rider even though he’s buried up to his neck in the sand.

Samaritans depends on donated media for its advertising. Nonetheless, the work struck a chord with many media owners and it was given extensive press and poster exposure, followed within a week by radio, TV, online and cinema. The campaign continued to develop further executions based on whatever media became available, this is why a large, flexible idea such as ‘doodles’ was used, allowing us to adapt the work to fit as many placements as possible.