Anchor was stuck firmly in the middle of the road when we pitched for the account, boring fake families littered their ads, doing all the fake things that fake families do. People either weren’t aware of them, or they didn’t care. We created a new brand world for Anchor, full of furry families who looked really weird but acted like normal families. They were annoying, rude, hyperactive but still loveable, and they represented our audience rather than the brand.
Our pitch and the work the followed was simple: Let’s celebrate perfectly imperfect families for what they are.