Challenge

London is the phone-snatching capital of Europe, with a device stolen every six minutes — but what’s really being stolen is your identity, your data, your money, your life.

The rise in thefts has left Londoners feeling powerless. JOAN wanted to raise awareness of this horrendous fact and drive change for Londoners with an activation that sparked talkability and action.

Our challenge? Give Londoners back their power.

Solution

JOAN set out to turn rising fear into joyful rebellion—because there’s no such thing as a powerless Londoner. So, we did what Londoners do best: pushed back, with style and defiance.

Enter The Unsnatchable—a 510g solid sterling silver phone case, armed with 103 anti-theft spikes. Designed as a provocative anti-snatch spike cover, it transformed a vulnerable everyday object into a statement of power at the crossroads of fashion, protest, and safety. Beautifully impractical, impossible to ignore.

But we didn’t stop there. We built a full campaign ecosystem to drive visibility and talkability:

A dedicated website showcasing the full Unsnatchable collection:

• Flaunt Your Gauntlet
• The Electric Eel
• The Curse Residing

A bank of social-first assets: bold stills and short-form videos tailored for organic sharing

The launch campaign centered around The Unsnatchable as the hero piece—turning heads in London and online

The campaign gained organic traction across the globe—garnering over 100 million impressions without a penny spent on media. More than a product, The Unsnatchable was a cultural intervention: a shiny, spiked symbol of defiance that gave Londoners something to smile about—and something to hold onto.

In a city gripped by headlines of crime, JOAN refused to fuel paranoia. Instead, we created a playful, empowering protest piece—proving once again that in London, rebellion is a tradition.