REFLECTION
This idea plays with a layered visual metaphor—the reflection of a purse in a cocktail glass—to show how easily valuables become the focus of unwanted attention. Just as you glance at your drink, pickpockets may be watching your belongings. It’s an elegant, ominous way to highlight how nightlife distractions make people vulnerable to theft.
SCREAMING PURSES
This route gives voice to the victims of theft—literally. An open, empty purse is personified to appear like it’s screaming, with pound coins for eyes and a loud, distressed expression. It captures the chaos and frustration of being pickpocketed in a visually playful but impactful way.
GRAB ATTENTION
A bold, minimal visual approach that mimics the act itself—sudden, sharp, and disruptive. A stark silhouette of a hand reaching for a bag is paired with a loud, graphic headline: PICKPOCKETS! This typographic scream, combined with simple imagery and punchy colour contrasts, is designed to cut through busy environments and instantly grab attention.
STOLEN LETTERS
A clever typographic concept that mimics the theft itself. In this campaign, we use strong, bold type to spell PICKPOCKETS!—but with one key letter missing. The missing “C” reflects the act of theft, while also causing a moment of confusion or surprise for the viewer—mirroring the experience of discovering something’s gone.
AD FOR PICKPOCKETS
Ironic dating app parody — shows how inviting venues can look to pickpockets.
VALUABLE VALUABLES
This concept reframes everyday bags as luxury items because once their contents are stolen, the real cost becomes clear. A used handbag is displayed like a product, complete with an exorbitant price tag. A breakdown beside the headline lists typical items lost to theft—phones, earphones, keys, cards, IDs—revealing a shocking final cost. It’s a compelling reminder that pickpocketing doesn’t just cost money—it costs time and peace of mind.
