/Flexitol
Cracking creative is compelling viewing

The Thornton & Ross brand Flexitol is well known as an effective treatment for dry, cracked heels. We wanted to create a campaign that focused on the brand’s proven benefits, but that consumers could also relate to, without actually showing a potentially off-putting example.

This led us to the simple idea of typographic-led cracks. Viewers would witness the everyday causes of cracked heels, via words associated with them, actually creating cracks on skin.

With the execution, we did whatever it took to make this effect look and sound powerful, intriguing and totally different to anything that had been done in the category before.

The animated cracking, coupled with intriguing sound design, really grab the viewer’s attention and pull you into the ad.

Kate Cox, Bray Leino CEO, said: “We’re delighted with the end result. In a category dominated by functional and often formulaic work, we’ve given Flexitol a creative platform that will cut through in the market, and that we can build on for years to come.”