I normally hate posters featuring variations of the "Keep calm and carry on" original. But I like this one for two reasons: 1. It actually came out at a time when the British government was announcing budget cuts and 2. It advertises a loyalty card, so it makes sense (Nectar's partners included Sainsbury's, Homebase, BP, EDF Energy, the AA, Expedia.co.uk and points could also be collected at 450 online retailers including Amazon and eBay). Ok, and 3. The intervention is minimal: just one letter at the end and it completely changes the meaning. Read more about the campaign here.
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