How do you make a kids’ pharmaceutical brand stand out in a crowded category? You hand the spotlight to the kids. This integrated campaign for Little was built around a simple idea: if you want to connect with families, you have to meet them at eye level. As a challenger brand keen to do things differently, Little wanted to move away from the expected clinical tone and create something more human, more joyful and more real. By centring kids’ energy, curiosity and honesty, the campaign cut through with warmth and confidence…proving that trust and playfulness don’t have to be opposites.