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Sustagen Kid Essentials: Sustagen_Kid_Essentials
How do you build awareness of Sustagen Kid Essentials (a paediatric nutritional supplement), and make it relevant to parents of kids aged 1–10 years?
You tap into parents’ concerns about their kids not eating properly, and build on a truth that most Australian parents can relate to: chucking uneaten food in the bin. This insight is at the core of a new 30-second TV spot and print campaign for Sustagen Kid Essentials, created by Ogilvy Healthworld Sydney. 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. “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 under-nutrition tangible,” says Toby Pickford, Creative Director.
Music: Derek Allen - Zig Zag |
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