Shelter is the housing and homeless charity. Following the 2008 economic and housing crash, their cause was more pronounced than ever.

We were briefed to create a campaign that would raise awareness of the situation. There was also a need to generate new funding.

Our solution was the campaign idea of House Of Cards, a universally recognised metaphor for fragility. This gave us a very simple communication icon that we could apply to various channels.

We produced a high profile TV commercial (featuring music by Radiohead, an industry first), a press and poster campaign and built lifesize models of houses of cards on the 4th Plinth at Trafalgar Square and amongst the tents at Glastonbury (to deliver a specific message about temporary housing).

But to really set the campaign apart from all the other charities and good causes out there, we took the campaign to a new level and invited the country?s leading artists, photographers and designers to contribute work to the House Of Cards exhibition. This consisted of the ultimate deck of cards, each one designed by a different artist, which was to be auctioned off for Shelter at the end of the exhibition?s run.

Haunch Of Venison came on board as exhibition hosts and luminaries such as Damien Hirst, David Bailey and Vivienne Westwood agreed to participate, ensuring that the project started making column inches weeks ahead of the launch date.

To raise further publicity we opened up one of the cards to the public with a nationwide art competition backed by Metro, the winner being decided by an online public vote. And in the final days leading up to the opening of the exhibition a live poster campaign was launched, with blank card templates being left in poster sites around London and street artists being invited to fill them in.

Finally, to ensure the idea lived on after the exhibition closed we created an interactive online gallery and produced limited edition, collectors item packs of the cards, with all of the profits going to the charity.