To launch our campaign for NIVEA, #ShareTheCare, we needed someone with an inspiring story that shows the big difference a little care can make. So we began a UK wide search.

We found a singing farmer, a thoughtful milkman and a dancing postman. And Carl, a train announcer who's been spreading peace and love on the London Underground for over 10 years.

With his bear hugs and wise words, Carl was the perfect person to show what a difference a little care makes. We watched him in action; we introduced him to our clients; our directors got to know him, on and off camera. In collaboration with Transport for London, we were able to film him at work. With someone as genuine and irrepressible as Carl, it was a matter of blending into the background whilst he did his thing, resulting in a film that radiates care - and character.