Abbot Mead Vickers BBDO created the campaign. The copywriter was Gary Lathwell and the art director was Richard Peretti. Selena Miles directed the film through Little Dot Studios.
The media planning and buying was by OMD UK.
The campaign will extend through other channels, including using user-generated "unbelievable" Vines in a national digital outdoor campaign and a special augmented reality bus shelter on New Oxford St from 10 March.