The only relationship someone has across their whole life – from the moment they are born to the moment they die – is with their body. It supports them through every issue, injury and inflection point. As Holland & Barrett’s Back Your Body platform points out, that body deserves to be treated well.
Back Your Body is launching with a campaign that does exactly what its name asks by giving the body a voice literally, putting body parts centre stage and allowing them to express what they needs, when they need it.
Shelley Smoler, CCO, and Damien le Castrec, CSO, from Lucky Generals, added, “Strategy said, people take their body for granted until it stops. Creative said, how the hell can you blame them? It doesn’t ask for anything. So, for Holland & Barrett, we broke that silence and gave the body a voice. Turns out, it wanted to sing a ‘90s banger.”
The brand platform, created by Lucky Generals, stands on the insight that we often take our bodies for granted until something goes wrong. It’s a rallying cry to the nation to change that behaviour. Holland & Barrett is reframing its role, encouraging people to take a more proactive approach to their health and wellbeing, and giving them the advice, science-led products, tools and confidence to support their bodies every day, not just when something feels off. Holland & Barrett is also launching its Back Your Body business commitment, that includes 300,000 free Wellness Check-Ins per month across stores nationwide, to help people understand what their bodies need.
Back Your Body is designed to unlock growth among a more proactive 25–39 audience, people already engaged in their wellbeing, who trust the brand but don’t yet see it as modern or relevant to them. By repositioning Holland & Barrett as a partner in everyday health, the platform shifts perceptions from a familiar high street presence to a brand built for the way people live now. The platform also includes a new brand identity and design toolkit.
The hero commercial was shot by PRETTYBIRD’s Bradley & Pablo and features the song, Show Me Love, by Robin S., sung by an increasingly varied choir of body parts. Set to air during prime TV spots in the UK, the multi-million-pound campaign also includes a creator-led social activation, developed by Fabric and The Academy that brings to life Back Your Body with Body Talks, using people’s real-life stories about backing their bodies.
An OOH extension was shot by the photography and directing duo, The Mason’s.
Mark Singleton, CMO at Holland & Barrett, stated, “Our bodies do so much for us, yet too often we only pay attention when something isn’t right. Back Your Body is about shifting that mindset, encouraging people to listen, support and invest in their bodies every day. This is why Holland & Barrett exists. As more people take a proactive approach to their health and wellbeing, we want Holland & Barrett to be the brand that helps them do that with confidence, relevance and ease.”
Credits
Client: Holland & Barrett
Creative Agency: Lucky Generals
CCO: Shelley Smoler
CSO: Damien Le Castrac
Production Company: Prettybird UK
Director: Bradley & Pablo
Producer: Nick Fewtrell
Production Manager: Enrique Soares da Silva
Managing Director & Executive Producer: Emily Rudge
Director of Production: Fiona Bamford-Phillips
Service Company: Grandmas
EP: Indre Petrukaitiene
Producer: Linas AK
Casting Director: Thom Hammond
Director of Photography: Pablo Berron
Production Designer: Ruta Kiskyte
1st Assistant Director: Laura Stankevičiūtė
Editing: The Quarry
Editor: Ben Campbell @ The Quarry
Edit Producer: Dilia Knobel
Post Production: Black Kite
Colourist: Richard Fearon
VFX Supervisor: Tom & Phil
Post Production Producer: Tom Cole
Sound Design: String and Tins
Sound Engineer: Lawrence Kendrick
