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Ad of the Day: Kind highlights nice deeds with long-copy in the tube


By Amy Houston | Senior Reporter

August 17, 2022 | 3 min read

Health snack brand Kind launched its first out-of-home (OOH) campaign hoping to encourage kindness and celebrate the brand’s partnership with refugee support organization Choose Love.


Kind’s billboard in London / Frank

With billboards in London, Manchester, Bristol and Edinburgh, the project highlights meaningful acts from local people. The brand scoured the nation to find these heart-warming gestures that might have otherwise gone unnoticed.

It’s a big move for Kind, with a multichannel strategy that will include PR, digital, influencer marketing and limited edition on-pack designs. Cementing the activity is a £50,000 donation from the brand directly to Choose Love in support of the charity’s humanitarian aid and advocacy for refugees around the world.



Creative agency: Revolt

Creative director: Paul Calway

Creative team: Marley Muirhead and Carly Illston

Design director: Myron Darlington

Senior designer: John Alexander

Junior designer: Amy Whittaker

Strategy director: Kath Morris

Business lead: Jenny Spindler

Snr business consultant: Dorcas Matomby

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