Pro-Wrinkle Formula.

Vanessa Feltz in a bald cap… need I say more?

Pro-Wrinkle Formula formed part of a series of brand films with one simple objective: get new eyes on the brand.

We wanted to explain what SNEAK actually does for your brain in a way that was instantly understandable, entertaining and unmistakably us. The idea stacked a brand truth (SNEAK helps you think sharper) on top of a life truth (the wrinklier the brain, the smarter it is) and realised that where many are trying to fight wrinkles - we’re selling them.

We dropped that idea into the very familiar world of a skincare ad, contextualising the benefits of SNEAK in a tongue in cheek parody.

I devised the concept, wrote the script and cast Vanessa Feltz as the face of the campaign - bringing exactly the mix of lifestyle, intelligence and entertainment the idea needed. From there, I creative directed the shoot and oversaw the edit and wider rollout.

The goal was to make something weird enough to stop people in their tracks, while making what Sneak does easy to understand and interesting enough to remember. It worked: 78% of site traffic driven by the campaign came from new customers, with the page becoming the second most-visited page for new users, behind only the homepage.

More Wrinkles, More Thinkles.