The Average Man


Josh Llewyllen – Jones is not the average man.

Born with Cystic Fibrosis (a life limiting condition) Josh has battled his whole life to keep the disease from stopping him what he wants to do – and we dig that.

We found out that Josh was taking part in a fitness challenge – 24hrs4cf – to raise awareness for sufferers of Cystic Fibrosis and we just had to help out.

As ever, we wanted to take a commercial approach to this project – one that would stand out to the audience, driving levels of engagement that you would not normally expect from branded content.

The video received hundreds of thousands of views and record levels of engagement. Celebrities and athletes including Sam Warburton, Ben Sheppard & Darren Campbell all picked up on the video too, sharing it across their social media channels.



Josh Llewllyn-Jones said –

I always thought this video was going to be good, but when I actually saw the first draft I was speechless. The concept is so clever, and yet so simple. The way the guys managed to write a script that was both really empowering and sensitive at the same time is I think – really exceptional.

The traction this thing gained, overnight, was unbelievable. I started getting direct messages from celebrities and athletes, who all after seeing the video, have pledged their support to the cause. We’re well on our way to our target of £100k – but the awareness this piece has raised, both here and the states, is just incredible


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