A New Year, health-focused, motivational campaign by Bodyarmor Lyte ion the USA is fronted by NBA super star James Harden and singer/songwriter Carrie Underwood.
Launched at the start of 2021, the campaign spans national broadcast, digital and social and promotes the product’s no added sugar, natural sweetener and only 20 calories product benefits.
It opens with an at-gym exercise challenge between the singer and the basketball star.
The sports drink’s integrated campaign, created in harness with agency EP+Co, also kicks-off a new January ‘Commit To Fit’ challenge between other brand ambassadors and Fit 52.
BIG NEWS for a NEW YEAR: Get ready to Commit to Fit!
We’ve partnered with @drinkbodyarmor for Commit to Fit: challenges, giveaways, and a brand new path in the app! https://t.co/XLs88X0mWP #CommitToFit52 pic.twitter.com/FTdSWZPtrq
— fit52 (@fit52) January 11, 2021
“Bodyarmor Lyte is a really unique brand and we wanted to create a campaign that was both authentic to their product yet really resonated with the core of their audience. But, at the same time it was important for the work to feel real; speak to their audience in a real way and showcase the personality of the brand,” said EP+Co ECD John Cornette. “Carrie and James represent everything the brand is about and they are the perfect partners to help bring the campaign to life.”
The campaign was created for Bodyarmor’s marketing team – including VP Brand Marketing Michael Fine, VP Brand Strategy & Creative Kristen Rumble, VP Sports & Entertainment Marketing Tara Piper, Creative Director Brian Ford, Brand Manager Lindsay Schumacher, Creative Production Manager Kyle Ramsey, Production Manager Kendyl English and Entertainment Partnerships Associate Manager Alexandra Karras – by a team at EP+Co.
The agency group was led by Chief Creative Officer Con Williamson, EVP Executive Creative Director John Cornette, Associate Creative Directors Will Isom and Tim Kang, SVP Director Of Content Production Danny Miller, VP Executive Content Producer Charlotte Stirrup, Chief Customer Officer Kat Shafer, Account Supervisor Mary Smolen, Account Manager Libby Johnson and VP Business Affairs Manager Jeff Fischer.
The production company was Station Film with Director Sarah Chatfield, DP Michael Stine, Executive Producers Michelle Towse and Caroline Gibney, plus Line Producer Daniela Huml, Editor Mah Ferraz and Assistant Editor Charles Hull.
Music and sound design was by Jolin Ras with audio post company Sonic Union and audio engineer Michael Marinelli.
Links:
Bodyarmor
https://www.drinkbodyarmor.com/
EP+Co
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