Confronted with a dwindling congregation, particularly for evening services, Father Harry Wilkinson of the Rosebank Church of The Immaculate Conception asked Azaguys to develop a campaign that would encourage parishers to resume their church-going habits.
His concern, however, was that the campaign should not directly evoke feelings of guilt and therefore briefed the team of deputy executive creative director, Luigi Morrico, and executive creative director, Ian Franks, to remind the community that the church is there to help and support them.
The resultant campaign positions the Church as providing 'Laundry for the Soul' and comprises a series of five A3 and A2 posters that have been placed on street poles around the vicinity of the church and in shop windows by parishers who own the outlets or work there. The creative execution is vivid and features black and white paintings of Christ – shot on film so that they reproduce as photographic images – anchored by heavy gilt frames and a crushed, red velvet background. Emphasising the 'here to help you' message, captions include 'Who does your helpline connect to?' and '2000 years ago, he brought Rome to its knees. Could it work on you?'.
