The following rejected ideas, revealed to PRWeek sister title Campaign, give a new insight into the comms strategy that failed to convince the majority of British voters to stay in the EU.
"We never normally release work that we produced on behalf of a client but that hasn’t run," Moray MacLennan, worldwide chief executive of M&C Saatchi, which was picked to work with the campaign in May, said. "But this time is different. We are still emotionally engaged, the issue is – and will remain – of vital importance and it might help to air some of these ideas."
Could the 'remain' camp and its team have made a stronger case to the public if any of these ads had made the cut? Judge for yourself.
Created by John O'Keeffe, WPP's worldwide creative director:
Created by Saatchi & Saatchi:
Created by M&C Saatchi:
This article originally appeared on PRWeek sister title Campaign