Competitors present idealised lives: Kindred shows the reality. Images of sneezing children, exhausted parents and messy houses, paired with witty headlines, add up to a campaign that will raise a knowing smile. Delivered through over 400 different adaptations, the campaign includes films, different adverts, phone messages and social channels.

We designed the custom set of pictograms from scratch. The doodles bring an element of fun and playfulness.