Sometimes the brief is simple: find the right track.
Sometimes, the right track hasn’t been written yet.

When we were brought on board to support the Waiting to Live campaign for NHS Blood and Transplant, the ask was clear; help source music for a powerful, life-affirming message about organ donation.

But then something unexpected happened.

Our very own Chloe Bruce-Gardyne composed and performed an original track for consideration. And the moment the agency team at VML heard it, the decision was unanimous: this was the sound of the campaign. Not just a perfect fit, but the emotional heartbeat the message needed.

The result? A campaign that resonated deeply, and widely.

Waiting to Live has just been named the UK’s #1 most awarded campaign and ranked #8 globally on the WARC Creative 100 list. It’s a remarkable achievement, and we’re honoured to have played a small but meaningful part in bringing it to life.

Because this wasn’t just about making something sound good.
It was about making something feel human.

Congratulations to the entire Waiting to Live team at NHS Blood and Transplant and to our brilliant creative partners at VML for crafting a campaign with purpose, heart, and global impact.

We’re proud to have been a part of it.
And proud that an original piece of music found its perfect place.