ABOUT

The film ‘Learning to Hug’ tells a powerful and emotional story about a subject that many of us recognise but rarely talk about.

From the moment they’re born, we hug our babies constantly, because we know instinctively the power those hugs have. They make us feel safe, nurtured, connected and loved. But as our babies grow up, we embrace them less and less. So, if we know how powerful hugs are, why does this happen - and can we do anything about it?

In the film, we experience the real-life story of father, Stephen and his son Ben, from those first tender moments together through to the present day. From those close, formative years to the distance that grew between them, we learn why the hugging stopped and watch as they rediscover how soft hugs can be an incredibly powerful force.

Through this new film, Fairy Non Bio celebrates its brand idea of ‘The Power of Soft’, and champions the idea that we should #NeverStopHugging our babies – no matter how old they are.

To date the film has reached over 4 million people, was the most engaged branded content film on fathers day in the UK and the most successful branded content film in P&G fabric care history.

Importantly the brand experienced a significant sales increase over the course of the campaign due to this success.

Role: Lead creative across entire project reporting directly into Leo Burnett ECD Justin Tindall. I originated the insight and idea, working with the team to develop the film through script development, identifying talent and all production.