Whole Protein Breakfast Smoothies
Hero Campaign: Video Production
01. Background
To coincide with its launch within the cluttered consumer dairy segment, Whole Protein Breakfast Smoothies required a memorable hero video campaign that leveraged both personality and functionality to its young professional target market.
View behind the scenes photography and storyboards of this Melbourne video production.
02. Insight
Regardless of age or gender, busy professionals want to choose healthier alternatives. Yet, the tempo of their lives often dictates this choice for them. Ultimately, when busy people skip a meal, they unconsciously find themselves eating products they usually wouldn’t.
Through exhausting primary research, we discovered that the act of absent-minded eating (often exhibited in public places) is not unlike the behaviour dairy cows exhibit at pasture.
A FMCG seeks to comedically leverage its key product benefit via video production of two preroll commercials.Enamoured Iris
03. Idea
Evoking satire to draw awareness to the phenomenon, presenting its unique product benefit of 30 grams of natural protein positions the brand as a solution to the mindless ‘grazing’ the invariably results from missing a meal.
Differentiating itself by establishing an emotional link between the product and a health-positive message that doesn’t preach to them, the copy drives the association; “With the goodness of real milk and 30 grams of protein, our cows graze so you don’t have to”.
04. Credits
Directed/Produced: Enamoured Iris
Script: Enamoured Iris
Cinematographer: Matt Wood
1st AD: Alex Blainey
1st AC: Thomas Formosa-Doyle
2nd AC: James Ruse
Sound Operator: Jack Pender
Gaffer: Andrew Lock
Hair & Makeup: Natalie Burley
Production Design: Enamoured Iris
Runner: Alberto Florez
Catering: Melanie Carr
BTS Photography & Videography: Storm Moore
Post Production: Enamoured Iris
Colourist: DDP Studios
“Principle Grazer”: JC La Fontaine
“Office grazer female”: Georgia Byrne
“Office grazer male”: Andy Macfarlane
“Lunch Man”: Gareth Trew
Office Extra 1: Tyler Crick
Office Extra 2: Melanie Carr
Office Extra 3: Daniel Grimmond
Office Extra 4: Seb Ward
“Grazer 1”: Gillian Cosgriff
“Grazer 2”: Julia Vogl
“Father”: Roger Crook
“Son”: Anthony Maggi
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