“My Way”, a grandiose song and symbol for patriarchy, has been flipped on its head with an unconventional choir of fearless women singing it in their own voices, in a new Ethical Nutrients campaign, LIVE LIFE RESILIENT via Brainheart in collaboration with Friends & Allies.
In a culture that celebrates perfection and a category that traditionally offers quick fixes, the rally cry of LIVE LIFE RESILIENT; is not picture perfect, celebrity standards, but a celebration of real life. The campaign features real women, juxtaposed against the iconic song.
Shot in crisp black & white it features several strong, confident women each paying homage to a different facet of resilience in womanhood – from grace, to strength, fearless accomplishment, and family connection, each performing the anthem track, as they intersect and interact before uniting to support, reinforce and celebrate their collective strength.
Engaging a handful of leading, independent strategic and creative consults, the team embarked on a consumer-centric journey of brand strategy and creative development. The strength of the creative developed by Rem Bruijn and Christy Peacock, attracted interest from some of the best Directors and Photographers in the business.
Director Kyra Bartley of FINCH was quick to add her vision to it stating: “It really does have everything that makes my heart sing: an epic track with a killer concept at its core, the opportunity for stunning visuals, and a vehicle to get badass women onscreen in an undeniably positive, life-affirming way.”
Acclaimed photographer Christopher Ferguson, who has recently returned to the Gold Coast after working in New York, truly captured the strong spirit of the tribe of resilient women in striking portraits.
Says Alissa Moes, marketing manager, Metagenics Australia Pty Ltd: “Born from the lives of our consumers, the campaign insight addresses the tension that there is no silver bullet or quick fix when it comes to health. Instead, it acknowledges that the journey to good health will have its ups and downs, its struggles, and triumphs and in the end its a commitment to making purposeful and considered choices. Ultimately no matter where you are in the journey, you can live a life well lived.”
Says Sarah Sparks, brand manager, Ethical Nutrients: “The aim with this campaign is to connect the brand positioning closer to our customers’ definition of good health, closer to reality; that good health means being as resilient as you can be, having the reserves to recover quickly when needed, to help you flourish and squeeze the most out of life. Being resilient not just physically, but mentally and emotionally as well.”
The consumer healthcare category is increasingly commoditised and cluttered, and in the last few years, Ethical Nutrients, had lost its clear position in the market, which was reflecting in sales. With conservative budgets compared to its mainstream competitors, the communications needed to be powerful to cut-through category sameness.
The new brand platform and campaign launching Sunday May 2nd, aims to differentiate from the mainstream and elevate the brand, to drive preference once again with both recommenders and consumers. The $2.4m launch campaign will run for 17 weeks across TV, digital video and social media platforms supported with OOH and Spotify media.
Client: Metagenics Australia Pty Ltd
Head of Marketing: Brett Ballantine
Marketing Manager: Alissa Moes
Brand Manager: Sarah Sparks
Assistant Brand Manager: Alejandra Uribe
Consumer Insights/Strategic Planning: The New Spin in collaboration with Friends & Allies
Market Research & Strategy: Rebecca Miller, The New Spin
Strategic Planning: Katie Peacock, Friends & Allies
Creative Agency: Brainheart in collaboration with Friends & Allies
Chief Creative Officer /Copywriter: Rem Bruijn, Brainheart
Chief Creative Officer / Creative Partner: Christy Peacock, Friends & Allies
Executive Producer: Katrine Bowman, Agent K Creative + Production
Production Company: FINCH
Director: Kyra Bartley
Producer: AnnaTara Clark-Sneddon/Taryn Sullivan
DoP: Campbell Brown
Casting: Ben Parkinson Casting
Post House: Cutting Edge
Producer: Trelise Blade
Editor: Felicity Kranz
Online: Steve Leacey
Grade: Fergus Rotherham
Music/Sound production: Humjockey
Composer: Mark McDuff
Engineer: Geoff McGahan
Photographer: Christopher Ferguson
Product Photographer: Alex Buckingham
Media Agency: IKON Communications
Client Service Director: Kate Lippett
Communications Manager: Eddy Mihatov
Communication Planner: Cristina Ferrigno
Performance Manager: Johnathan Lau
Trading Manager: Brady Lyon