'Next Stop Good Mornings'

This 2017 campaign for Mondelēz International's belVita biscuits marked a pioneering moment in advertising. In collaboration with Google, hyper-targeted messaging was created based on the specific content each viewer had searched for, delivered every morning during the gloomiest seven weeks of the year. The campaign was named "The Most Emotionally Engaging Ad of 2017" — the first UK ad to top the FeelMore50 list since its launch five years ago, surpassing seven other Christmas ads known for their emotional pull.

The campaign also featured the innovative use of Vogon technology (now known as DirectorMix), making its debut in the UK for an FMCG brand. This technology allowed dynamic artwork to be seamlessly integrated into the base video, adapting in real-time based on the content it was paired with. To capture attention from the start, customized messaging was displayed on a train destination board, surprising viewers and drawing them in.

Producer: Kate Pirouet