Boots wanted to make sure that it was Britain’s first port of call for anything to do with healthcare, beauty and wellness as the country emerged from lockdown.

With 172 years of experience caring for the country and all its needs, we positioned Boots as The Nation’s Pharmacy.

We wrote hundreds of headlines that responded to real-world news and cultural moments, demonstrating how the high-street stalwart really understands the nation it cares for.

Unfortunately this campaign was pulled just days before it was meant to go live. The mocks are great though.