The print creative featured the iconic image of Churchill outside Number 10 giving two fingers to Britain, but now sporting Gordon Brown’s superimposed face. The headline reads: ‘Europe. Never have so few decided so much for so many’. The tagline was a twist on The Sun’s usual line, ‘Democracy. We love it’. The Radio creative used a Churchill impersonator in a take-off of his famous speech, telling listeners to voice their opinion on the EU Referendum. By directly targeting Gordon Brown we were able to grab the attention of the country’s top political analysts, which in turn led to widespread discussion on the issue, bringing it to the forefront of the country’s consciousness.

The media value was impossible to quantify due to the ubiquity of the coverage. However, as a result of the campaign 100,000 people backed the referendum in both a phone and online petition within the first week and it helped deliver the first year on year circulation increase in 4 years.