Fold7's Carex Campaign Puts ‘The Whole World’ in Our Hands

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!”

Ian Henderson, PZ Cussons Head of Brand Carex, commented: “With unrivalled protection and care, Carex, the UK’s No.1 hand wash and hand sanitiser brand, lets you enjoy life’s everyday messy moments with freedom and confidence. Fold7 have developed a long-term platform that will build emotional connections with our consumers. In a short space of time, they’ve brought the campaign to life across every touchpoint from broadcast to social, right through to packaging, delivering our brand promise with empathy and cut-through.” 

Dave Billing, Executive Creative Director at Fold7 added "It's always a treat to make the work you pitched, and this is no exception. It's the first work written to our brand platform ‘Life's a Handful’, which elevates Carex away from the sanitised, germaphobe tendencies of the category and into a messier, more celebratory, authentic space: recognising the joy of rolling your sleeves up and getting stuck into life, poo-namis and all." 

Fold7 worked with director Matt Lenski at Arts and Science. Music was composed by Scuta Salamanca at Soviet Science.

PR will be launched by Wild Card PR, including signing an exciting celebrity partnership. Using the wider platform of ‘Life’s a Handful’, the PR activity will portray the joyful messiness of life with a topical, statistic led news story. The messaging will be illustrated through digital assets, created with the celebrity partner, as well as a microbiological expert to deliver key messaging to Carex’s target audience of families around the UK.

The campaign will run across TV, Social, Digital and PR for six weeks, with media planning and buying by Wavemaker.