© 2019 Fin London Ltd

FLORA PRO.ACTIV

Unilever

BRIEFING

 

Mindshare Invention brokered a unique 3-way sponsorship by Unilever brands Flora Pro.Activ, Magnum Minis and Carte D’Or. Throughout 2012, each sponsored particular rafts of shows within the ITV Mystery Dramas genre. Flora really wanted to convey that using their Pro.Activ brand could help lower Cholesterol. Considering the message restriction OFCOM guidelines stipulate for sponsorship, this was going to be a challenge!

 

The Flora PA brand manager was brave and decisive when we pitched our 3 ideas, immediately choosing our ‘Mystery Manor’ concept to develop: a live action 1920s country house setting with a Cludo meets Poirot cast. We scripted 17 different scenarios for the client, which we then negotiated through 7 drafts with both ITV Compliance and Commissioning, to stay just the right side of the rules and still meet Unilever’s requirements. 10 scripts survived…

Fin Producer, Mel Hodson, secured our location for a 2-day shoot in the Hampshire countryside, at the house where Jane Austen wrote Pride And Prejudice.

 

We were going for a slightly lighter tone with our 8-strong cast of eccentric aristocrats – led by The Real McGuffins comedy trio – and long-suffering rural police. With historically-accurate wardrobe courtesy of Max Heyward, fresh from dressing Brad Pitt on World War Z, Fin's Paul Denchfield captured some great performances and a warm, glossy period look.

Flora BTS 07