The House of St Barnabas is a private members club located in a large Georgian house in Soho. It is a charity that supports the homeless, taking people off the streets and training them to work in the club as chefs, barmen, front of house and so on.

It was offered some free advertising space on a stretch of construction site hoardings on a narrow street, past the House and the chapel. “We wanted these hoardings to not simply get the attention of passers-by, but to let them know that they’re walking past this fascinating building,” M&C Saatchi say.

“Knowing that people want to look at themselves more than they want to look at advertising, we decided to cover the hoardings in mirrors. Posters, with mirrored type, were then attached to the railings opposite these mirrors. When people looked at the mirror, they saw the posters with the type reflected the right way around (as well as the House and chapel) behind them.”

The posters used a bespoke font created specifically for this project and typefaces found on old signage around Soho.

View all the winning work from The Annual 2018 here.

Entrant/Creative Agency: M&C Saatchi. Font Design: Simon Warden. Graphic Design: Simon Warden. Planner: Steve Parker. Copywriter: Mark Goodwin. Art Director: Grant Parker. Chief Creative Officer: Justin Tindall.