The Challenge
How do you get yet another wellness product to stand out?
It’s no secret: the supplements sector is saturated with powders and pills. So when Garden of Life, a global leader in health supplements, approached us about creating a campaign for their new line of Collagen – essentially both a beauty product and a health supplement – we knew we didn’t want to just add to the noise.
For this project, we worked with what the brand already had: strong packaging in bright pastel colours, and a target demographic for each of their products (Collagen Beauty, Collagen Peptides, and Collagen Turmeric). Then, we set out to make the project pop… on screen, on billboards, and on Amazon. Because you can’t put a price tag on aging well.
The Objectives
Inject playful personality into an established brand
via colourful copy and video ads
Create eye catching quality content
through lively social media and billboards images
Driving sales
by placing ads in unconventional places
Our Solution
We set out to prove that beauty can be nutritious
Our photographer worked with models of different ages and ethnicities to capture the lightness of youth and the confidence of age. Our fun pastel portraits brought our models and their co-stars – large tubs of Collagen – to life. Then we set out to make our pictures pop: in social and web ads, on Instagram, and on bus shelters and billboards.
The Results
The final assets for this project targeted multiple demographics.
The final assets for this project targeted multiple demographics. They were used to promote the product across Canada via different media including social, YouTube, TV and Amazon advertising. The result was a significant jump in Amazon sales and a swift nomination for a World Independent Advertising Award.
