Sometimes you really, really want to do something, but just can't find the perfect reason why you should go ahead and do it.

This digital/content campaign for Sara Lee's 'Incredibly...' range of premium desserts introduces us to Mr. Incredibly and his Valid Reason Generator, a miraculous machine that will help you justify literally any life choice where no matter what you ask, he'll provide an excuse to go for it!

With six content videos of various lengths and themes, Mr. Incredibly supports a large outdoor and magazine campaign in the online space, with paid media on Facebook and YouTube.

Specifically targeting women aged 35 - 50, in just the first two weeks, Mr. Incredibly content has achieved incredible engagement, with over 50K completed views, clicks, likes, shares and comments.