Late in 2021 DDB Global handed the network a new positioning, ‘Unexpected Works’. It was our job to adapt it to work in our market and for health. First, we created our own equation that explained how the creative ‘formula’ behind unexpected works could benefit our clients brands, then we designed, built and coded a brand new website which included a bespoke film introducing the new positioning. In addition, we announced the campaign via email and wrote, designed and recorded a clinical review which revealed the science behind why surprise is key to unlocking behaviour change.
