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Project Summary: Challenge: Create a sales message to women 50+ who cannot start their day with confidence until they have had a bowel movement. The creative brief directed me to show a representative consumer enjoying a typical morning activity, e.g., drinking coffee, going for a morning walk. Solution: I satisfied that direction, but also created this version, which exaggerates that freedom and presents a more youthful self-image for these women. This "how far out you go is up to you" idea is highly campaignable across all media—a real value-added contribution to a one-off FSI assignment. The brand manager, (ex-P&G) said it was one of the best responses to a creative brief he'd ever seen. Concept: Keith Gillespie Copywriter: Keith Gillespie Art Director: Keith Gillespie Agency: The Napor Group

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