Nestlé Go Free
Sometimes the best brief is the one nobody else can crack. This particular unsolved riddle had been bouncy around the creative department, but it struck me as a great opportunity. Nestlé had a celebrity deal with Daley Thompson. The thinking of the client was to use him as part of their “Go Free!” promotion, which was intended to make kids more active. But trying to find a creative hook that connected this legendary Olympiad with Nestlé was proving to be a challenge. So my thought was to take a very recognisable feature of Daley Thompson (namely his podium finish moustache) and nonchalantly place it on children. I composed the campaign line “bring out the natural athlete in them” and suddenly an instant visual relationship was formed that conveyed a lot of message. Nestlé were delighted, their Love with the agency maintained and a successful campaign rolled out.