Dirt & Glory Spotlights Antarctic Explorer in Uplifting Campaign for Compeed

Editorial PR agency Dirt & Glory Media have partnered with Compeed to spotlight polar expedition leader, Wendy Searle, in new ‘Embrace Life’ campaign. With a unique editorial approach and methodology, Dirt & Glory created the all encompassing campaign for Compeed to showcase the specialist blister plasters’ value in both everyday scenarios and also at the extreme end of the spectrum. 

Resonating with fellow ‘life embracers’, the authentic five minute film reveals Wendy’s emotive and inspiring story as she prepares to head to Antarctica in December 2022 with the aim of reaching the South Pole, unsupported and unassisted, in a record-breaking time for a woman. 

An inspirational speaker on adventure and mental resilience, Wendy embodies Compeed’s ‘Embrace Life’ mentality. Throughout her endeavours, Wendy has given talks to schools, companies and charities, with the aim of inspiring others – especially women and girls – to achieve long-term goals and set themselves bold challenges. With her latest goal to complete the journey to Antarctica in 840 hours – three days faster than any woman has managed before, the campaign highlights Wendy’s determination to prove that anybody can achieve extraordinary things. 

At a time when brand endorsements from pro-athletes, polished influencers and celebrities bombard the advertising space, the campaign highlights Wendy’s humble lifestyle as mother of four and one-time civil servant before becoming a record-breaking polar explorer and inspirational speaker. Passionate about putting real people at the front and centre of brand campaigns, Dirt & Glory were keen to share the highs and lows of Wendy’s inspiring story and to highlight her tireless dedication to a gruelling training regime.

As a result, the integration of Compeed’s products into the film is seamless. An advocate and loyal user of the ‘blister plasters’, Wendy’s reliance on the brand is apparent as she details the many ways Compeed plays an important role in her training and experience of using them in Antarctica during her last major expedition. 

The campaign consists of a five minute video, accompanied by short edits (Instagram / Facebook/ Twitter) and a series of written interviews on Compeed’s website, in which Wendy will offer insight into how to cope in the most difficult of situations, how to build mental resilience, and offers life lessons from the edge of existence. The campaign will launch on the 29th of July 2022. 

Andrew Allen, creative director at Dirt & Glory Media, comments: “Given blisters can happen to anyone at any time, the challenge for Dirt & Glory was finding someone whose ‘blister story’ was compelling; they needed to be someone who ‘embraces life’ but, at the same time, they had to be relatable. 

We felt Wendy Searle ticked all the boxes. She’s an ordinary person doing something extraordinary. While skiing to the South Pole isn’t going to be for everyone, her story is about more than that; it’s about pushing your limits, saying ‘yes’ to new things and actually proving you can pull them off with a bit of graft…and a helping hand from Compeed.”

Wendy Searle adds: “Dirt & Glory took time and effort getting to know me, and my experiences, and how those experiences worked with the Compeed objectives. Nothing was too much trouble. They have a really great, professional team, who were fun to work with, as well as being very organised. They also matched me really well with the brand - Compeed is something I actually use, so it all felt authentic. We did a day's shoot for the campaign video and stills. It was slick - they'd put a lot of work into the scheduling, the brief and the requirements of the day. I usually can't bear to watch myself on screen, but the film was so good.”

Andrew Wormald, senior brand manager at Compeed, adds: "We're delighted to launch our #EmbraceLife campaign with Wendy Searle and to support her ground breaking Antarctic record attempt. Dirt & Glory have told an incredible story and shown how their editorial approach can come to life in multiple brand touch points. We're excited for the coming months ahead and wish Wendy much success in her training."