Loads of Kindness

Challenge In preparation for the release of Paddington in Peru, Fairy Non-Bio and StudioCanal went beyond a typical brand collaboration. The challenge was to break through the outrage, division and sensational news that dominated the media landscape. Although kindness was often overlooked, this campaign needed to redefine what a positive brand story could achieve.

INSIGHTS Studies show that acts of kindness have a powerful multiplier effect: witnessing or reading about kindness increases the likelihood of others performing their own acts by up to 20%. This presented a unique opportunity for Fairy Non-Bio, with its gentle legacy, and Paddington, with his universal appeal, to tap into a genuine public desire for positivity.

IDEA To make kindness a superpower, the campaign centered around Paddington’s timeless motto: “If we’re kind and polite, the world will be right.” The campaign launched with an immersive event at London’s Outernet, where brand ambassador Vogue Williams and Marvin Humes joined Paddington to unveil an interactive digital experience. The public was invited to pledge acts of kindness in real-time, which were displayed on a giant digital screen. This was amplified through a network of influencers, special edition product packs, and a national social media campaign encouraging consumers to share their own pledges using the “#LoadsOfKindness” hashtag.