How to Tell a Good Story to an Older Audience

We got a really good sense to do the audience was, but what we needed to work out was the best way of telling the tools story to them. In the pitch, we had an absolutely brilliant briefing. That's one of the best briefings that I've had. So they told us this brilliant story. And actually, there was a bit of a trap in it for us. We could have done food porn advertising for for towels crisps. But the danger of that was that I think we were treating the audience a little bit like the kind of sensible bird watchers, rather than talking to them as the kind of sort of former punks and interesting people that they really were.