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Client: Marie Curie
Project: Christmas – care, comfort and joy
Media: TV, social, digital, direct mail, inserts, door drops
Scope: Copywriting, creative direction


Christmas can be challenging at the best of times. But for people facing the end of a life, it can especially difficult.

This campaign looked to explore a huge range of emotions, under one bittersweet thought – that £23 can fund an hour of care, comfort and joy when it matters most. Our DRTV was based on real stories of people facing dying, death and bereavement, as well as the experiences of nurses and healthcare assistants on the frontline – like Annie, who stars in the ad.

The TV ad was directed by Ben Lankester, produced by Chris Gane and Tom Ashton at Vince, mixed by Lucas Trigg at 750mph, and graded at Harbor.

A suite of print and digital assets integrated the campaign in the run-up to Christmas itself, exploring every emotion from anger and anguish to hope and comfort.

That very human connection has seen the campaign start with incredibly strong results, well over 75% above target.

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