Women's Aid: Cabinet of Dreams

Valentine's gifts that money can't buy.

Published on

Editor's Pick

UK domestic abuse charity Women's Aid is sending out an alternative message about Valentine's Day in a campaign through Grey London that combines design and a retail storefront with an interactive element. The charity carried out a survey to find out what really matters to women on Valentine's Day, and found that only one in five women want to receive roses/a romantic gesture.

In response, it created a storefront in Soho where people can choose from a 'Cabinet of Dreams' for an alternative Valentine's gift that has 'true value'. Grey commissioned artists to create nine bell-jar artworks depicting 'money-can't-buy' notions such as 'old-fashioned romance', 'industrial-strength mojo' and 'a stolen moment'. Passers-by can opt to text their partner an image of one of the bell-jars by texting a number next to each item. The virtual piece of artwork comes through to their phone for them to forward on to a loved one as a gift, while the text also generates a donation to Women's Aid.

The artists and collectives who designed the bell jars were Rob Ryan, Kyle Bean, Fred Butler, The Last Tuesday Society, Nicole Mueller, Suck & Chew, Francesca Mair, Marie-Louise Jones and Charlotte Brown. The Cabinet of Dreams is at The FrameStore at 9 Noel St, London W1 until Valentine's Day.

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now


Feb 07, 2012
Grey London
Women's Aid
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age