Not the most glamorous brief in the creative department - a B2B salesforce film to sell incontinence pads to care homes.

Especially when you’re telling procurement managers who need to cut spending why they should buy the more expensive brand.

My wife, who used to manage a care home, told me they had a saying, ‘Buy cheap buy twice’, so I created a new value equation for TENA - ‘Use Better, Use Less’.

To make the equation engaging I used reverse action to visualise using less. ‘UBUL’ is now TENA’s global B2B platform.

Directed by Renee Maria Osubu.