The Childhood Trust "Met Christmas tree appeal" by Lucky Generals

The Childhood Trust has partnered with the Met Police to launch its annual Met Christmas Tree Appeal, promoted with a campaign by Lucky Generals

The OOH and print media work features a range of toys that don’t actually exist, with names such as "Nada", "Zilch" and "Not A Dicky Bird", to raise awareness of the children in the capital living in poverty.

Running in titles such as The Metro and Time Out, the ads will also be displayed on free out-of-home advertising via Ocean Outdoor at High Street Kensington, secured by MediaCom. The photographer was Kevin Mallett.