CASE STUDY
300+ ASSETS FOR OPTIMUM NUTRITION IN 4-DAY TALENT-HEAVY SUPER SHOOT

Optimum Nutrition produces high level sports nutrition. But reaching your full potential in your sport of choice is not only the preoccupation of professional athletes; it’s the aim of anyone into fitness, from the hard core to the newbies. To create a clear connection between building Optimum Nutrition into your fitness routine and smashing your goals, and to inspire everyone to find that extra inside themselves, we partnered with influence agency The 5th to produce a campaign that homed in on aspirational pro stories.

How many pros? Loads. Paralympic swimmer Alice Tai, Muay Thai Fighter Nesrine Dally, England and Roma footballer Tammy Abraham, Chelsea and England Footballer Lauren James, Bodybuilder Will Chicomb, Olympic weightlifter Emily Campbell, and England Rugby star Marcus Smith. In this cohort of brand ambassadors, there’s someone for everyone to aspire to in their own training.

So we over indexed on pro athletes for this campaign. We also over delivered on the work. We became production athletes. After a mere 2 weeks of simultaneous creative development and pre-production, we worked with 6 world class athletes, their coaches, and their busy schedules during ‘competition season’, to film over 4 days in one of our signature super shoots, and deliver 315 assets with multiple durations, in multiple aspect ratios, for multiple platforms. It was a marathon in a single sprint. We lived the brand mantra: anything is possible.

The campaign went live across digital, radio, and in print, and also in store at POS and across in-store ads. How did the campaign perform? Gold.