VIVA launches new chapter in its ‘UnbeVIVAble’ platform with bold new campaign via Hello
Integrated agency Hello has reinvigorated VIVA’s long-running UnbeVIVAble platform, marking a bold creative evolution for the household brand, and a powerful demonstration of Hello’s expertise in taking a connected idea across traditional and digital environments.
Inspired by the tall tales told by kids to explain away the messes they’ve created, the new UnbeVIVAble campaign is full of spectacular spills and imaginative characters – all to highlight the product truth, VIVA can handle it.
Says Daniel Fryer, Executive Creative Director at Hello: “Six year old me would be sweating bricks right now, knowing that my parents will now be questioning every ridiculous ‘cat did it’ story I’d ever spun. Which is why this campaign was so much fun to make. It’s absurd, but true, and a great product demo.”
“This campaign is a huge step-change for VIVA, and one we’re really proud of,” says Sam Kelly, Managing Director at Hello. “We set out to reimagine the UnbeVIVAble platform with a sense of fun, chaos and storytelling that feels fresh and unmistakably different from anything they’ve done before. We love how this started with a simple social poll to unearth the excuses kids were telling, which, in turn, inspired our film, OOH and shopper creative.”
Says Margaret Cheung, Kimberly-Clark, Head of Marketing – Family Care & Professional ANZ: “This is one of the most distinctive things we’ve done for a while. It captures real family life in a way that feels fresh, emotional and genuinely insightful. This experience has really proved how powerful the UnbeVIVAble platform can be when brought to life through a fresh creative lens. It’s been brilliant to bring this to life with Hello.”
The new platform has rolled out across BVOD, digital, and social, and will be seen outdoors and in retailers over the next month, with Hello leading creative development across the board.
Client – Kimberly-Clark
Head of Marketing, Family Care & Processional ANZ – Margaret Cheung
Portfolio Marketing Manager – Joyce Li
Brand Manager – Brooke Salzmann
Integrated Agency – Hello
Managing Partner – Sam Kelly
Executive Creative Director – Dan Fryer
Creative Director – David Varney
Director of Client Experience – Maddie Marovino
Director of Media & Marketing Science – Daniel Hill
Senior Account Director – Mary Chbib
Lead Designer – Kevin Barker
Media – OMD
Film Production – HOOVES
EP – John Pace
Director – Kale McRedmond
Producer – Bella Millikin
Offline – Kale McRedmond
Grade & Online – Crayon
Sound Design – Rumble
VO artist – Elliot Loney
DOP – Jesse Lane
Gaffer – Dan Carr
Production Designer – Imo Walsh
Casting – Northside Casting
Dad – Robin Goldsworthy
Child – Ezekiel McIntosh
Marching Band – D2 Drumline
Boogie Monster – Troy Berman
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