Nestlé Health Science launches Sustagen Kid Essentials via Ogilvy Healthworld Sydney
Nestlé Health Science and Ogilvy Healthworld Sydney tap into parents’ concerns about kids not eating properly, and build on a truth that most Australian parents can relate to: chucking uneaten food in the bin.
The new campaign attempts to build awareness of Sustagen Kid Essentials (a paediatric nutritional supplement) and make it relevent to parents of kids aged 1-10 years.
This insight is at the core of a new 30-second TV spot and print campaign. The simple message is that when you throw away the food your kids won’t eat, you could actually be throwing away the nutrition they need – which could have serious consequences for their development.
Says Toby Pickford, Ogilvy Healthworld creative director: “This is something every mum and every dad can relate to. We wanted to deliver this message in a simple, dramatic way, using the household bin to tell our story. Every time the food goes in, the child is pushed further away, making the consequences of undernutrition tangible.”
Client: Nestlé Health Science
Agency: Ogilvy Healthworld
Creative Director: Toby Pickford
Copywriter: Tammy Been
Account Director: Graham Edwards
Senior Account Manager: Nikki Hunt
Producer: Jules Zuppicich – Diamond Creative
Director: Tim Laffey
Production: Engine
Music: Derek Allan – ZigZag
11 Comments
Where is the idea?
Man are you serious????
This exact ad was done last year by a friend of mine.
Stay Fresh Kids
Peace
This rubbish belongs in the bin, garbage execution too
Didn’t Nestle launch a similar product and campaign in the 70’s, leaving countless babies dead from malnutrition?
Client should ask for their money back, leave TV to the big boys I think Health World
@Refund
Like a lot of comments creeping into industry blogs, ill thought-out comments and negativity for the sake of it when commenting on each others work does nothing for the industry we’re all in.
My comment on your comment – I hope you have a torch handy, it must be dark being so far up you’re own back passage. Next time, comment on the strategy and creative with interesting observations. I do hope your work is better than your commentary, or that big boys ship you’re on will soon be making you walk the plank.
The elderly certainly get all worked up don’t they.
Most likely as they have nothing do do in the retirement village. Did you have to wait in line to be allowed your alloted 5 minutes of dial-up internet today?
In response to your diatribe, I would have been happy to comment on the strategy and creativity in this spot, but alas this is something that is sorely missing. But to keep you amused, it is also poorly shot, poorly lit and poorly scripted.
The food stylist did a nice job though 🙂
And please don’t worry about my work, it keeps my career buoyant.
This is pretty bad. Execution and art direction is really poor.
Advice to agency and client. Nobody ever got bored into buying something.
Wow, that looks cheap
Shit