Featuring Sir Weanston Churchill, this was a campaign for Ella’s Kitchen to encourage parents to wean with just veg.
A limited budget meant I had to write and direct the spots myself. It was so successful it helped change the NHS guidelines for weaning and won IPA effectiveness awards for small budget campaigns.
Everyone's nan has a tub of E45 somewhere in the bathroom. And that was the problem. The challenge was to retain E45s medical credentials and current audience, whilst moving it gradually into the beauty category and making it feel more relevant to younger women.
After reading her biography, I thought Nicola Adams, the 37-year-old double Olympic winning gay boxer would be a perfect fit. Not exactly a typical brand ambassador in the beauty category. But I fought for her. And won.
Durex wanted to sell sex toys to an audience pre-watershed. They wanted to feature the toys, but this wasn’t allowed.
The solution was to create an app that triggered a more explicit film, when it heard the TV or Radio ad being played.
It won an Aerial Award and a Smarties, Gold.
