 |
.png?image=http%3A%2F%2Fwww.bestadsontv.com%2Ffiles%2Fprint%2F2025%2FApr%2F175775_1745503319_POSTER_MURPHY_1+%282%29.png&width=575)
A Toast to the Impossible: Leading Probiotic Brand Partners with Ig Nobel Prize winner to Challenge 'Murphy's Law'
New creative campaign aims to answer the crucial question: Can we … read moreeat food before the 5-second rule?
Enterogermina, the leading probiotic brand, has decided to challenge physics in its latest campaign: The Anti-Murphy’s Law Toast.
The brand has launched its own specially engineered toast as part of a campaign that challenges the famous Murphy's Law which states that “anything that can go wrong, will go wrong” and invites the public to reflect on a major myth in a bid to educate consumers about gut health: is it acceptable to eat something that has fallen on the ground, even if it's for less than five seconds?
Created by MRM Spain, the campaign saw Enterogermina collaborate with physicist Robert Matthews, who was awarded the Ig Nobel Prize in 1996 for his study proving Murphy’s Law applied to toast.
A short documentary was created as part of the campaign, showing Matthews working with a team of scientists and bakers to design a specially engineered toast, in an attempt to defy this theory.
Watch here: https://www.youtube.com/watch?v=uXuBqRWJLZY.
The short film dives into the scientific research behind the concept, the creation of the first prototypes in the kitchen of 12 Michelin-starred chef Nuño García, and features insights from microbiology researcher Simon Baines.
Ségolène de Marsac, Global Brand GM at Enterogermina, said: "This innovative activation embodies our commitment to turning conventional wisdom on its head. Just as we are challenging the laws of gravity, we are also challenging common misconceptions about gut health through this unexpected mockumentary.”
Presenting the topic in a provocative and fun way, the campaign explores the ‘5-second rule’, and the potential risks this can pose to gut health, to raise awareness of the importance of probiotics.
“By questioning a widely held belief like the 5-second rule or the odds of toast landing butter-side up, we aim to spark curiosity and discussions about gut health in a light-hearted way,” says Eduardo Magalhães, CMO of Opella Brasil.
“Thanks to the entire team at Opella and Enterogermina for supporting such a bold and brave project. This initiative takes a truly different approach to start a conversation about gut health.
The result is a unique content that grabs your attention from the very first second, combining pure entertainment with education.” Says Félix del Valle, MRM Spain CCO.
The prototype was a success, landing butter-side up about 75% of the time, as opposed to only 37% of the time when using conventional toast.
The campaign launched in Brazil, with over 40 KOLs attending an exclusive screening of the documentary at Sao Paolo's famous Le Pain Quotidien bakery. The 360° media strategy, led by WMcCANN, includes the documentary premiere on Discovery Channel.
The campaign also features influencer amplification in partnership with Spark and a digital strategy led by Monks, focusing on social media engagement.
read less...Client team: Alberto Hernandez, Valerie Brass, Julie Regis, Segolene De-Marsac, Michele Gatti, Eugenie Cornuet, Rafael Masunari, Jaqueline Gimenes, Nadia Borges Depieri, Veronika Rodrigues, Débora Bassanezi, Eduardo Magalhães, Paolla Minotelli, Agnes Motta, Carolina Frateschi, Marcelo Tuma, Giovanna Araujo, Jéssica Canette, Thamiris Tavares, Diego Coelho e Juliana Mineoka.
EVP Global Business Lead: Nicolas Guzman
Global Business Director: Álvaro Cuneo
MRM Global CCO: Ronald Ng
MRM Global Opella CCO & MRM Spain CCO: Félix del Valle
Executive Creative Director: Guillermo Santaisabel
Creative Director: Gui Moreira
Associate Creative Directors: Fernando Morate, Sergio García
Copywriter: Carmen Bello
Art Director: Javier García
3D Artist/Art Director: Daniel Oteiza
Design Director: Pablo Camarero
Visual Designers: Celia López, Paula Batista
Digital Project Manager: Miguel Simón
Website developer: Jaime García
Gobal Opella CSO: Clément Fiorda,
Strategic planner: Julieta Pesci
Global Business Leader & Head of Growth: Stefano Piccini
Business Leader: Patricia Burelli
Account Director: Lucía Pereira
Account Supervisor: María Nuñez
Business Affairs: Coral Sellares, América Almodóvar
PR Agency: Weber Shandwick Brazil
Associate: Rhaisa Trombini
Account Manager: Aline Corrêa
Account Director: Bruna Rassi
Consumer & Healthcare Practices Vice President: Laura Chiavenato
Digital Agency: Cappuccino
CCO: Vitor Elman
Creative Director: Diego Torres
VP Operations: Lara Magalhães
CBO: Rodrigo Martinez
Local Agency: WMcCann / Brasil
Head of Content: Karoline Canin
Contenido: Caroline Sacute
Business Director: Thiago Xavier
Account: Carolina Rissotti
Media: Luccas Athayde, Rogerio Jorge, Victor Takekawa e Luciana Miranda
Head de Producción: Daniela Toda
Integrated Production: Fernanda Pinheiro
Production: Nereu Marinho
PR: Kerena Neves e Giulia Camargo
Production Company: Cariño Contents
Director: Diego Herrero
AD: Juan Albarracín
Producer: Marina Maffuchi
Postproduction manager: Alex Carrión
Production manager Zaira Gordo
Dop: Alberto González / Dani Moreno
Gaffer: Fernando Torcal
Sound live: Fernando Nequecaur
Edición: Luna Martín
Colorist: Mario Lorente Simón
Vfx: Jose Panadero
Music: Pickle Music Studio
Photographer: Q & Cumber
|
Gold sponsors
The Best Ad Jobs
Retrieving latest jobs
Visit Campaign Brief for Australian creative
advertising news
|
 |
.png)
