Cenovis Australia launches a new campaign putting kids at the centre via Arnold Furnace
Vitamins, minerals and supplements is a category Cenovis wanted to make more relevant to people’s lives through products that have a real point of difference. Research highlighted that parents who want to stay in shape and care about what they eat, aren’t motivated by vanity or health but by being there for their kids.
This is the strategy behind the new campaign by Arnold Furnace, and its inspiration for ‘the better you are, the better they’ll be’ line. The campaign features TV, OOH and Print, and each execution paints a picture of adults seemingly training for their own personal gain. However it’s then revealed that the real motivation is their kids.
Says Tom Spicer, ECD at Arnold Furnace: “It’s not easy getting good work out in the VMS category, but Chloe and Archie wrote some lovely scripts which Richard Bullock has done a beautiful job of bringing to life in a visually and tonally arresting way that’s very different from any other vitamin brands out there.”
Says a spokesperson from Sanofi: “Cenovis has been speaking to families for over 70 years, and they’ve told us that parenting is a little like putting an oxygen mask on when on a plane, you have to look after yourself before you can look after others. We’re very pleased that our new campaign shows parents being the best they can be for themselves, so they can be the best possible parents.”
Agency – Arnold Furnace
ECD – Tom Spicer
Creatives – Chloe Banicevic & Archie Murugaser
Agency Producer – Melissa Petryszyn
Senior Account Manager – Surungi Hohol
Group Business Director – Silvia Arrigoni
Planner – Tony Singleton
CSD – Michael Stevenson
Production company – Revolver
Director – Richard Bullock
Producer – Pip Smart
Sound design & Music – Rafael May Music
Post Production – Fin Designs + Effects
Editor – Gabby Muir
9 Comments
yep nice work team arnold.
Finally some credible work for the category, hopefully they’ll sit up and take notice
Swiss, blackmores are you watching? It’s called good advertising. You shuold try it some time.
like it, good work
This ad hits the spot with me. With everything that’s expected of Mother’s/Parents these days it gets harder and harder to look after ourselves with a healthy diet, exercise etc. Mums need energy to be good parents and if this vitamin can help me with that I’m heading out to get some!
These are great. The insight is good and illicits an emotional response that feel much realer than the usual smiley happy people who only live in ad-land. Well done guys.
A bit worthy for me.
Put another way, it’s like fertiliser for my flatscreen. Except my flatscreen hasn’t grown. Nor will it. So it’s pretty shit fertiliser.
I work on a vitamin brand and would bite their arm off if they offered up the oportunity to do this kind of work. Nice. Well done to all involved
Timmy Cahill is all over the screen at the moment. Celebrity endorsement can come across as hammy at the best of times but this feels natural. Just hope he can give as good a performance in Brazil.