The challenge? With the 2021 Summer campaign exceeding all goals, how could we create that difficult “second album”.

The campaign idea flipped the script of the conventional “get Summer ready” campaigns by showing Summer just how ready Brits are to squeeze the most out of the season. We celebrated the Brits who will embrace every sun-kissed experience and create lasting memories this summer.

Led by a 60” hero film for TV and Cinema, directed by Jake Nava who is known for his work with Adele and Beyonce.

The campaign also ran in Digital, Social, OOH, Print, web, app and email activations delivering a fully integrated campaign.

Agency: VMLY&R/The Pharm

Client: Boots

Director: Jake Nava