Over summer, "Perfectly Imperfect” celebrated British resilience regardless of the weather. The campaign shared in the nation's ability to focus on joy, with a heartwarming film following a wasp's perspective of a perfect British summer day at a lido. The campaign was supported by a comprehensive media mix, including TV, radio, cinema, digital OOH, print, social, digital, in-store, and online activations. In this session, we’ll explore: What are the benefits of weaving creative thinking into multichannel media experiences? What returns are big, multichannel campaigns delivering? What levers of effectiveness can marketers pull, from media placement and formats to creative messaging? How did the campaign incorporate disruptive media formats through partnerships with media owners, such as actionable smart speaker audio advertising? How did Boots introduce data-led linear TV and addressable activation, matching its customers using clean rooms?