Compeed UK: Embrace Life

Editorial PR agency Dirt & Glory Media have partnered with Compeed to spotlight polar expedition leader, Wendy Searle, in new 'Embrace Life' campaign. With a unique editorial approach and methodology, Dirt & Glory created the all encompassing campaign for Compeed to showcase the specialist blister plasters' value in both everyday scenarios and also at the extreme end of the spectrum. Resonating with fellow ‘life embracers’, the authentic five minute film reveals Wendy’s emotive and inspiring story as she prepares to head to Antarctica in December 2022 with the aim of reaching the South Pole, unsupported and unassisted, in a record-breaking time for a woman. An inspirational speaker on adventure and mental resilience, Wendy embodies Compeed’s ‘Embrace Life’ mentality. Throughout her endeavours, Wendy has given talks to schools, companies and charities, with the aim of inspiring others – especially women and girls – to achieve long-term goals and set themselves bold challenges. With her latest goal to complete the journey to Antarctica in 840 hours – three days faster than any woman has managed before, the campaign highlights Wendy’s determination to prove that anybody can achieve extraordinary things. At a time when brand endorsements from pro-athletes, polished influencers and celebrities bombard the advertising space, the campaign highlights Wendy’s humble lifestyle as mother of four and one-time civil servant before becoming a record-breaking polar explorer and inspirational speaker. Passionate about putting real people at the front and centre of brand campaigns, Dirt & Glory were keen to share the highs and lows of Wendy’s inspiring story and to highlight her tireless dedication to a gruelling training regime. As a result, the integration of Compeed’s products into the film is seamless. An advocate and loyal user of the ‘blister plasters’, Wendy’s reliance on the brand is apparent as she details the many ways Compeed plays an important role in her training and experience of using them in Antarctica during her last major expedition.