Carebase 'It's about time' ad concept

London creative agency Design Culture asked me to devise a concept to reinforce
the point of difference for a residential care home provider.

Residential care providers generally have a poor reputation, and Carebase wanted to develop a new identitythat reinforced its point of difference.
I crafted the concept of 'It’s about time’, referring to the effort that employees
put into making sure each resident is given the attention they need for
a happier stay – as well as a reference to it being high time
that care homes provided better care.