FBD doesn’t stand for Frolicking Blonde Dolphins, Fancy Boys Dancing, French Baguette Duels, Family Bowling Dynasties or the 1000 other initialisms I wrote that didn’t make the cut in this campaign. FBD stands for support.
My services: concept, copywriting, creative direction.
Due credit: Danny Cullen, Paddy O’Mahoney, Colin Hart, Lorcan Hynes (Abstraction Pictures, Chris Cottam (Bodacious Films), Dean Jones (Scimitar Sound).
When the first campaign was tested via online research, over 50% of respondents admitted to visiting FBD’s website during the groups to find out what it meant. That’s when we knew we could never reveal the true answer. Once on the site, they thought they may as well get a quote.
The first iteration of the campaign launched in 2023.
It was directed by Lorcan Hynes and produced by Abstraction Pictures.
The second iteration of the campaign launched in 2025.
It was directed by Chris Cottam Hynes and produced by Bodacious Films. We used a LED volume wall as the backdrop in every scene.