Britannia Goodday Headlines Campaign
This idea has been on a journey shaped by many minds, all trying to bring a deceptively simple observation to life without losing that “ooof” moment.
From designing and planning every visual detail to managing the entire creative rollout (right up to submitting the Cannes case study), I led the visual side of this campaign end-to-end.
We made a conscious choice: don’t spell it out. No arrows, no cues. Just let the audience discover it for themselves. Because when you finally spot the Good Day biscuit hidden on baggage belts, chai tapris, cafeterias, or grocery aisles it stays with you.
This idea travelled through many hands all trying to preserve the brilliant observation of Javaad Ahmed (copy partner).
We resisted the urge to over-explain. No arrows, no circles. Because the real charm lies in discovering the Good Day biscuit yourself on a baggage belt, a chai tapri, a cafeteria table.
And when you do, it hits you all this time, while sipping chai, you’ve had a Good Day on your mind.
Headlines - campaign film
Key visuals
Ai explorations
Case board
