Comic relief Compare the Market Visit England – Wallace & Gromit
Children in Need Direct Line – Winston Wolf M&Ms
Characters (or fluent devices) are proven to deliver stickier &
have more emotional connections which are an effective and
efficient way to build brand recognition
We explored ten
ideas, characters &
concepts & chose
Say hello to ‘Well-B’
Well-B is our extraordinary little friend, who has recently discovered our
canals and rivers are a great place to spend time and recharge.
We don’t know how, but Well-B gets energy from people and places.
Look carefully at the wellbeing monitor on Well-B’s chest and you’ll
know just how Well-B feels.
Well-B doesn’t like the hustle, bustle and noise of busy streets in towns
and cities. In fact, Well-B becomes tired and sad after spending too
much time there - they drain Well-B’s energy and the wellbeing monitor
dips to a little red flicker.
Feeling this way makes Well-B go in search of nearby places to
recharge, places where people enjoy spending time.
Primetime ITV, C4
and Sky channels,
but only in regions
Again targeting by
*Excluding London. Provisional slots on programmes such as: The Voice, Coronation Street, Emmerdale, Sat morning with James M, ITV early evening news
• Guidance for sharing
• Sharing plan
• Internal comms
• Website banners
• Social media