The rules for health and well being advertising put a strait jacket on creative thinking, so the category hasn’t offered up the most riveting ads.
The Monkeys moved far away from the classic slice of life and/or celebrity endorsement for the agency’s first Blackmore’s campaign. It also passed by promises of getting through the day or living life to the full. Instead, it pointed out what no one else had noted, but is so useful for Blackmores to own: Blackmores knows what you don’t know about wellbeing.
Most people don’t know exactly what their body needs to be the best it can be every day. So many ping from one health fad to the next. There’s a new claim every minute, it seems, and today’s claim may contradict its predecessor. So, The Monkeys simply offered 80 year old Blackmores as the fountain of knowledge.
Which, when you think about it, is a rather nice way of establishing consumer trust in Blackmores products.
The campaign theme is Be a Well Being. And it sets Blackmores on a new path, that enables the brand to differentiate itself with useful features like the free personalised advice service it provides.
Blackmores managing director, David Fenlon, noted, “With our vast experience, and increasing number of free services such as personalised advice provided by our team of naturopaths, Blackmores is moving beyond retail to become a true wellness partner. This campaign has been built out of an enduring business philosophy that The Monkey’s helped us develop, a platform that will start to influence everything Blackmores does as a business in the coming years. This campaign launch marks an incredibly exciting time for the business.”
The 30 second TVC with its standout simplicity, vibrant colours and animation was directed by Joel Kefali at Goodoil Films.
The full campaign also includes digital, press and out-of-home.
Agency: The Monkeys
Production company: Goodoil Films
Director: Joel Kefali
The gorgeous illustrations are by Georgia Perry
Executive producer: Sam Long
Producer: Llew Griffiths
DoP: Andrew Stroud
Post production: Beryl
Editing: The Butchery
Editor: Dan Lee
Sound design: Eden Music Production