The Frontera Group

The first campaign is close to my heart. Quiting the tabs is horrendous. I cracked it 15 years ago, but it was a dark journey. I learned that people often need to be persuaded in different ways if they are to succeed. Which is why I love the Lung-Clock campaign which came out earlier this year. Through a simple app and website, smokers can work out how badly the evil weed has aged their lungs by calculating their actual lung age. A sobering prospect indeed, but powerful nonetheless. And, for me as a reformed smoker, utterly fascinating.

DDB Remedy

The second campaign for Medula (who make breast feeding pumps and the like) encourages new parents to make a pledge to their new kid. Through good old social media, they can share said pledge with the world. For doing so they get 20 per cent off Medula products. Fair trade I would say. I’m not exactly an expert in this field, but I would reckon that women don’t always bottle-feed through choice. So it’s a fascinating brand link where something as mechanical as this method of feeding can provide a way to cement the emotional relationship with a child. Nice work.