In partnership with Forever Beta we creative directed Co-Op’s Easter campaign using hidden cameras to capture real acts of kindness from unsuspecting members of the public.

Each film re-created everyday situations with actors in need of help — from a man with two broken arms struggling to eat a sandwich to strangers offering spontaneous support — revealing genuine moments of empathy and humour.

The campaign, supported by a social media activation encouraging people to nominate their own “good eggs,” highlighted Co-op’s community-first values and the simple power of small, human gestures.