To leverage its new partnership with the Australian Open (AO), probiotic and gut specialist brand Life-Space launched a campaign in late December 2022 titled ‘Connection At Play’
The integrated campaign, developed in harness with agency Wunderman Thompson, showcased the connection between the health of the gut and the rest of the body.
The activation ran across TV, OLV, social, print and OOH and also included a live activation site at the Australian Open itself which takes fans on a journey through the microbiome – beginning on a stylised tennis ball that is ‘at the centre of every game’.
The campaign was spearheaded by a hero ‘Connection At Play’ spot which dropped on 19 December and came in 30- and 15-second versions and which was backed by a set of social content pieces and linked assets.
Life-Space Group CEO Eric Chen explained: “The Australian Open connects tennis fans around the world every year. We believe this partnership and campaign highlights the power of connection, bringing people together to celebrate some of the greatest joys in life – good tennis and good health.”
“The science behind how our microbiome works can feel complicated, so we wanted to tell this story with a simple but memorable analogy,” said Wunderman Thompson Chief Creative Officer Joao Braga. “When you think about it, our gut is a pretty magical place, so the way we visualised this needed to feel imaginative and surprising as we blended the worlds of tennis and science.”
Wunderman Thompson Managing Partner Georgia Bruton added: “This was one of those exciting projects where we not only got to see a beautifully executed idea come to life, but we got the opportunity to bring lots of our incredible talent together to make it happen. From strategy and visual brand design, to shopper, data, activations, interactive experiences and traditional mass media.”
The activation was briefed in by and created for the marketing team at client Life-Space Probiotics which included Head of Marketing Allan Qiu, Marketing Manager Simone Smith, Senior Brand Manager Sarra Jabbour and Brand Manager Samantha Teo.
The group which worked on the project at agency Wunderman Thompson Australia included Associate Creative Directors Jack Elliott and Lachie Newham, Art Director Sarah Fumo, Copywriter Adriana Agustin-Radelja, National Chief Creative Officer Joao Braga, national Chief Strategy Officer Melanie Weise, Managing Partner Georgia Bruton, Account Director Eleanor Henry, Senior Producers Hayley Gaffney, Luisa Peters and Miryana Velyanovski.
The production company was Future Deluxe and sound production was handled by Smith & Western.
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