At the heart of many a book, film and song, is the longing for eternal life, a wish to pause time and, in Oasis’ case, maybe even Live Forever. It's a romantic notion, but one which permeates society, speaking to a collective reticence to age.

But, if you are a resident of a remote Italian hamlet called Acciaroli, you have a pretty good chance of living for more than a century. In this village, more than one in ten residents live to over 100 years old, the highest number of centenarians anywhere in the world and without many of the problems that plague ageing populations elsewhere around the globe.

Their secret? Scientists identified it as rosemary, added to everything, whether chewed raw or as a cooking ingredient. And it’s this secret ingredient that No1 Rosemary Water has bottled up in a drink. The brand’s founder and CEO David Spencer Percival was inspired by the residents’ story and determined to bring this elixir to mass market.

Working with Peanut & Crumb, they crafted a beautiful film, Secret, that captures the rich history of the village along with the creative process behind the brand. When Peanut & Crumb heard David talk about the product, they told him, “that HAS to be a film! It just lends itself so beautifully. We could see the gorgeous shots of the Italian village, and the great characters. Like all founders of start ups, he was worried about budget but when he realised what a useful tool the film was going to be for his sales team, the investment seemed well worth it. And it worked! He’s used it to tempt distributors and retailers all over the world, and it got his drink into Waitrose.” 

In the film, we see particular characters discussing their love of rosemary as well as hearing from those at the heart of the testing extraction process. It explores the expertise behind the product alongside the vitality of the residents of Acciaroli, something that we’d all love a little bit of.