Pigeons were involved in all sorts of heroic acts such as delivering telegrams and letters across enemy lines and informing governments of ally support in WW2 long before they were reduced to scavenging for remnants of fast food lunches in Trafalgar Square. But in modern society they've been made utterly redundant. They need the higher purpose that their forepigeons had just decades ago.
The brief was to choose a group or company in need of an image rebrand and remedy their reputation through the creation of an event campaign. Pigeons are that group, and Pigeon Post Revival is that event. Saving London's humanity one handwritten note, and pigeon, at a time.