It started out as a very British response to Brexit, the biggest issue of the day. Led By Donkeys quickly became the biggest people-funded political movement in UK history.
The originally anonymous quartet came up with the idea over a pint and sent social media into a spin, growing a global editorial reach of more than a billion people.
They created one of the most talked about campaigns in recent times, thanks to an astonishing number of supporters on Crowdfunder.
It consisted of over 400 billboards across Europe, a 'March to Leave', three spoof websites and projections in Westminster, Brussels, on the white cliffs of Dover, Windsor Castle and Buckingham Palace.
It also provided the defining image at the People's March rally in London, attended by a million people.
Together it shone a light on the hypocrisy of our political leadership to 'make asses our of Westminster' (Evening Standard, March 2019).
billboards across Europe
people saw the posters
social media reach
A brilliant case study in the persuasive power of outdoor – or public media, as I’m now going to call it.
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