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Moving toward a sustainable future: The innovation and transformation of the food industry

Kees Kruythoff

chairman and chief executive officer

Sir Martin Sorrell

founder & executive chairman

Sanctus: by AMV BBDO

Agency: AMV BBDO
Client: Sanctus
Date: Apr 2018
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'Life isn’t perfect. Your profile should be'. That’s the mission statement of new startup Lifefaker, the world’s first online life faking service. Instead of going to the trouble of living a perfect life, now users can just get the photos instead. sells ready-made photo packages you can post as your own.

These include ‘The Look At My Holiday and Cry Package’, ‘The I Found Love and Babies Package’, and ‘The My Weekend Was Amazing Thanks Package’. The launch is accompanied by an advertising campaign featuring testimonials from real Lifefaker users. Ruby, 22, said she’s “never seemed happier”.

However, anyone who tries to use will learn the real purpose of the project. They'll receive a message from Sanctus, a mental health start-up. The site reminds readers that everyone has felt the pressures of social media - with 62% of people feeling inadequate comparing their lives to those online. The site users can click through to for a film exploring unhealthy behaviours on social media that impact our mental health and what we can do to change them.


Project: Lifefaker

Client name & job title:James Routledge, Scott Piggott, George Bettany @ Sanctus

Creative Agency: AMV BBDO

Creative Directors: Rob Messeter & Mike Crowe

Copywriter: Oliver Frost

Art Director: Josephine Shedden

Partnership Director: Matthew Harrington

Agency Account Team: Katy Talikowska & Jess Middleton

Project Director: Sarah Benson-Lloyd

Agency Producer: Kieran Sadler

Media Agency: Jungle Creations

Media Planner: Melissa Chapman @ Jungle Creations

Digital developer: Oliver Frost & Carlos Pedrosa

Lead designer: Mario Kerkstra

Production Company: AMV Flare

Director: Oliver Frost

Production Co. Producer: Elizabeth Griffin

Editor: Edward Bailey

Post-production: Envy Post

Business Affairs: Michelle Holmes

Audio Post-production: Envy Post