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2020 · Art Director / Copywriter · adam&eveDDB London
When you're sick, a medicated lozenge is rarely the first thing you want. You want comfort. A hot bath, a warm cup of tea, or a hot water bottle pressed against your chest. That's the feeling this outdoor campaign set out to bottle.
We shot the hard-boiled Lockets lozenge itself, lit from within and styled to mimic those classic symbols of cold-weather relief. By turning the sweet into the physical shape of a bath, a mug, and a hot water bottle, the posters made the product look exactly like the comfort you're looking for when you're under the weather.
Recognition. Kantar / Campaign: Top 10 OOH Campaigns of the Year.
Simple Idea · CPG · OOH
Lockets needed an out-of-home campaign for a medicated lozenge, a product category that usually sells itself on ingredients, mechanisms and throat diagrams. Toby Brewer worked as Art Director / Copywriter at adam&eveDDB London with Nikki Lindman, under Creative Directors Rob Messeter and Mike Crowe, photographed by Paul Zak.
When you are ill, a lozenge is rarely the thing you actually want. You want comfort: a hot bath, a mug of tea, a hot water bottle against your chest. If the product could look like those things, it would promise relief without needing to describe it.
The hard-boiled lozenge itself was photographed, lit from within, and shaped to mimic the classic symbols of cold-weather comfort: a bath, a cup, a hot water bottle. No models, no illustration, no copy explaining the metaphor, just three posters where the product has quietly become the feeling you are looking for. The campaign ran as outdoor and was named by Kantar and Campaign among the top ten OOH campaigns of the year.
