Everyone remembers the Grandad advertising for Werthers. And therein lies the problem: whilst Grandad had done sterling work over the years, he also meant Werthers had become a brand for old people.

How could we reframe Werthers for a new, younger generation of consumers? Skip a generation. Move over Grandad, hello Fathers and Sons.

The work you see here was made all the more poignant by using real fathers and sons.