Boots
The story
Two years on the Boots account doing origination and adaptations for above and below the line ads across Walgreens Boots Alliance; from No7 and Soltan to Boots Hearingcare and Boots Opticians. It was my first experience of working exclusively on one account, and a massive learning curve.
Some highlights
No7
It’s about age-defying not anti-aging. We always used age-appropriate casting, no-makeup shoots and creative messaging to celebrate women at all stages of their lives. Like using the No of the No7 logo as a device to answer popular beauty and social questions, from ‘Are day and night creams the same?’ to ‘Do laughter lines worry me?’
Social - International Women’s Day
Social - How to
TVC
Boots Opticians
Long-sightedness is most associated with ageing, putting many under 50s off booking an eye test because, you know, long-distance glasses are for old folk. Some light-hearted press and radio tapped into this message, taking the embarrassment out of eye tests.
London marathon concepts
There are around 2,200 Boots branches across the UK. Chances are that in London, you’re never more than a stone’s throw away from one. And because they stock the perfect products - from water to plasters to suncream - we thought the London Marathon was the perfect opportunity to take retail to the runners.
Erectile Dysfunction concepts
When Viagra became available without prescription, Boots launched an online clinic for men suffering with ED. They wanted press ads to *ahem* tackle the sense of shame and embarrassment men often feel when reaching out for help. It was to be eye-catching and sensitive, with a reassuring message. And definitely not vulgar - like I’ve just been.
Soltan concepts
Soltan Kids Once. Nifty 5-star UVA and UVB sun protection that lasts eight hours, meaning you don’t need to constantly reapply - which is apparently torture for small humans. Like, they will actually scream the house down and get the neighbours’ net curtains twitching. So, how to encourage children to accept suncream application in the first place? Introducing a Minions partnership. BleughdegadoogurgluargblawBANANA!
Social
Activations
Radio
In store
Client
Walgreens Boots Alliance
Year
2017 - 2019