Among Equals: AG1 shakes up the nutrition supplement sector

The ad above made you look with its shaky lettering, didn’t it? Now it will make you think.

Health supplement powder, AG1 (Athletic Greens) is giving Londoners a “shake-up call” about what they put in their bodies. It urges people to demand more from their nutrition – from cleaner ingredients to science-backed formulations.

The campaign, Shake-Up Call, by agency, Among Equals, targets the underwhelming norms in the health powder category. Its disruptive creative calls out diluted ingredient lists, minimal research, and generic formulations with a no compromise message, “Average doesn’t cut it. Not for you. Not for your health. Consider this your shake-up call.” It aims to cut through the noise in health & wellness advertising and speak to a discerning, health-conscious audience who know that better is not just possible — it’s essential.

The OOH work combines clean, minimal aesthetic with typography crafted to reflect AG1’s distinctive shaker. The blurred and staggered letterforms create a sense of energy and disruption, turning the simple act of shaking into a work of art. The copy is crafted strategically for both high-traffic, short-dwell formats and longer, more immersive reads.