Here's a campaign where a brand sees something important to its customers and sets out to solve it. You can judge for yourself whether it scores or not, but it's lighting up social media.

It's an ad campaign, which some may see as different than PR, but in my view it's public relations at its best - finding a seam of mutual interest and making something new out of it to benefit all parties.

Thanks Myreete Woolford for spotting.