To stop teenagers using sunbeds we had to show that we understood what motivated their use – a mixture of vanity and insecurity and show them the damage that was being done to their skin not visible to the eye.

For CRUK's Spot Cancer Early campaign, the brief revealed a basic truth that although people often won’t talk to a doctor about symptoms, they will speak to family and friends. We took this to its nth degree for comic effect to deliver this important message that it doesn’t matter who you talk to as long as you talk to your doctor as well.