Co-op were embarking on an entire brand re-launch and re-vamping their stores from top to bottom. They wanted to communicate their range of products and services in a simple way that built on their profit-sharing business model. The idea came out of a product truth - 'when the benefits are passed around - it's good for everyone'. The film was a simple visualisation of this thought - a boy blows a dandelion and the seeds travel around the world, touching different people, with some eventually finding their way back to him.
The real coup was persuading Bob Dylan to let us use his iconic track 'Blowin' in the Wind'. He'd never previously allowed any of his music to be used in commercials. He loved the idea, so we were the first.
The song was 2 minutes 40 seconds long, and the clients agreed to let us create an ad to that exact time length. We took over entire ad breaks in primetime shows like Coronation Street.

Shot on 35mm film with US director Ramon Bloomberg.