We were tasked with re-launching Sunny D, as it was about to be de-listed from supermarket shelves. The brief was an awareness exercise, while the new drink was not organic orange juice, Sunny D was now better than all those sugary drinks that kids love, as it contained Vitamin C and Calcium. Because the vast majority of real kids don't really like healthy things, we invented an unreal child character who liked everything good and healthy. The campaign was a success, sales rose and then the drink was sold to an American company. Our anti-hero, Max Wilde, came to life in a series of TV spots and in print.