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Carex: Life’s a Handful
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Fold7, the entrepreneurial creative company, has created its first campaign for consumer products group, PZ Cussons, following appointment in September 2021. The new campaign, titled 'Life's a Handful' , celebrates the glorious messiness of everyday life and positions Carex as giving families the freedom to thrive. The concept, devised and executed by Fold7, will run across broadcast, social and digital channels. There is a celebrity influencer, soon to be announced, who will also represent the brand and bring the theme to audiences. Centrepiece to the campaign is a 40” film which is set to an uplifting spin on the traditional American spiritual song, ‘He’s Got the Whole World in His Hands’. The film showcases a wide variety of friends and families embracing the richness of modern life - despite the odd setback. We see a couple on a date with an unexpectedly exploding blender; a dad with a nappy ‘poo-nami’ on his hands; and a nervous dad dealing with a large house spider. Building on the rhythm of the song, the film crescendos with a family gathering, all singing “We’ve got the whole - amazing, wonderful - wouldn’t have it any other way - world, on our hands!”
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