Develop an always-on campaign that strengthens the emotional connection behind Bluebird Care’s refreshed brand evolution and new strapline, “It’s Good to be Home”.
The idea needed to be flexible enough to support multiple care services (from live-in to respite) and scalable across 220+ local franchises. It had to resonate at a national level while still feeling personal, relevant, and easy to localise in community settings.
After concepting four distinct creative routes, we landed on Memory Lane. The idea was rooted in a universal truth: home is where memory lives. It’s where routines become rituals, and life’s small moments grow into lasting stories.
The campaign reimagined care as a continuation of that story, not a disruption. With Bluebird Care, people can remain in the place that holds their history, surrounded by the everyday rhythms and relationships that matter most.
Visually, the campaign drew from the intimacy and relatability of family photo albums. The moments that draw you in retell the stories, the jokes, the “oh you had to be theres”. Layered tactile textures, handwritten notes, and photo overlays connect the past and present.
We built a flexible verbal and visual toolkit designed for national scale and local storytelling. This included a library of editable “stories,” customisable social templates, supporting copy lines, offline assets like brochures and postcards, and activation ideas such as coffee mornings with conversation cards to spark connection across generations.
Later, to deepen emotional engagement, we wrote and produced a hero social film. A poetic voiceover and carefully storyboarded scenes brought the script to life, moving through the objects, gestures, and moments that quietly anchor us to home – capturing the heart of the campaign.
