Choose Love × K. Hamnett: Together Against The Far Right

1.1 million+ broadcast views via Sky News and national TV coverage

273,000 views on Choose Love Instagram 

627,000 Choose Love followers reached

Coverage: Sky News · ITV News · GB News · NME · Huck Magazine · Far Out Magazine · The Guardian

In March 2026, a far-right march took place in London, and the brief was to create a disruptive projection stunt with global reach. Hundreds of organisations and millions of supporters took part. It championed unity and inclusion.

Working with legendary designer Katharine Hamnett and the CHOOSE LOVE movement, our brief was clear. We created a high-impact, purpose-driven brand activation. It spread a positive message across the capital.

As a projection mapping and projection advertising studio for ethical brands, we created a city-wide social impact guerrilla campaign. It used large-scale projection mapping to turn iconic London landmarks into powerful canvases for social change.

Colour was at the heart of this project. By experimenting with advanced colour spectrums, extreme saturation and precision calibration, we achieved a level of richness and fidelity rarely seen in large-scale projection mapping, proving what’s possible when creative ambition meets technical expertise.

The activation reimagined Hamnett’s iconic CHOOSE LIFE slogan, first created in the 1980s, for a new generation. It proved that projection mapping remains a visceral and visible tool for cultural protest.

Our team carefully tracked the planned protest route across the city. We identified multiple iconic London Landmarks where crowds and media attention would gather. Including Wellington Arch, Houses of Parliament, Nelson’s Column & Tower Bridge.

Through advanced 4k projection technology, we delivered London projection mapping at scale and in real time. 

Our striking visuals combined cutting-edge projection mapping with bespoke digital content, bringing the CHOOSE LOVE message to life.

The activation was designed for high visibility, so the message reached both in-person attendees and wider digital audiences. The campaign grew with support from well-known advocates. These included Sir Lenny Henry and Brit Award-winning band Fontaines D.C.

Every part of our live event production supported the campaign’s main goal. We created outdoor projections in London that people could not ignore.

The soundtrack to the campaign was provided by GIDEÖN, part of the R3 Soundsystem collective, which organised House Against Hate.

The campaign transformed London’s skyline into a symbol of unity, creating a powerful visual counterpoint to division and intolerance. By using projection mapping for ethical brands and strong storytelling, this purpose-led brand activation increased public engagement. It also gained wide media coverage. It was shared widely on social media.

This multi-format experiential campaign achieved 273,000 views on the chooselove Instagram page and access to their 627,000 followers. Over 1.1 million additional views were achieved with the stunt featured on Sky News, and other TV channels.

We amplified our reach by collaborating with Everyday Rascism and the award-winning podcast talkart. In fact, actor Russell Tovey came down to the spectacle wearing the new limited edition Everyday Racism t-shirt.

The creative protest campaign, a city-wide immersive installation using guerrilla projection, reached audiences beyond London’s streets. Images and videos spread across national and international platforms.

Through smart building projection adverts, the campaign shared the Together Alliance message. It used strong digital content. It also used targeted event projection mapping. It also reinforced the lasting relevance of CHOOSE LOVE.

The result was a memorable cultural moment and a landmark social impact campaign. It showed how spectacle can inspire collective action and positive change. It also highlighted the power of specialist London projection mapping.

POW are an exceptional creative partner. They combine incredible technical expertise with imagination, calmness and a genuine can-do attitude that makes even the most ambitious ideas feel possible. Time and again they’ve helped us bring complex creative visions to life, always finding solutions, pushing boundaries and delivering work of the highest quality. They’re a joy to collaborate with, and we couldn’t recommend them more highly.

Emma Stevenson, Acting CEO