Extreme Original Source Campaign Urges Thrill Seekers to #PackMoreIn

Original Source is a brand renowned for packing as many natural fragrances as it can into every bottle, capturing all the intensity that nature has to offer.  But how to turn the sensory overload that comes from every use, into a brand campaign? 

Original Source tasked iris with creating a unifying brand idea that transcended its product category across its regional territories in Europe, Asia and Australia. A creative campaign that would embody the feeling you get when you use Original Source; invigorated, re-energised and ready to pack as much into your day as possible.

Introducing #PackMoreIn.  Through a global integrated campaign with participation at its heart, Original Source is targeting ‘Experiential Explorers’ –Millennial consumers that want to live life to the max and embrace new adventures and experiences. 

The hero campaign film features three lucky (or not so lucky, depending on your fear factor) Original Source users donning the ‘Actual Reality Helmet’ for an intense Original Source Experience. The visor on the helmet is only flipped open split seconds before they are thrown into mind-blowing exhilaration – bungee jumping, epic water slides, swimming with sharks… it’s not for the faint hearted.  The helmet is helpfully fitted with two Go Pros – one of which is a front facing camera so we get to see every aspect of his or her real life reactions, to brilliant and sometimes, hilarious effect. 

To narrate the real life reactions and set the tone of the campaign, iris worked alongside Hugo Chegwin and Allan Mustafa AKA Beats & Grindah from the BAFTA-nominated BBC ‘mock-umentary’ ‘People Just Do Nothing’.  

iris’ in-house content team, Content That POPS, developed the hero film as part of a suite of digital content including short-form social videos, animated carousel ads and pre-rolls.  The Actual Reality Helmet survived it all, and will likely feature in more Original Source productions…

The campaign films are driving awareness of an on-pack promotion to win similar intense Original Source experiences.

The campaign will also feature local influencer activation and in-store activity. 

Shwan Hamidi, Deputy Creative Director: “The custom built ‘Actual Reality Helmet’ felt right for our audience… whilst being digitally savvy they’re all about real life experiences…. So we essentially blindfolded people, stuck a glorified selfie stick to the top of their heads and put them in very, very intense situations. Each person signed a disclaimer so we didn’t feel too bad about pressing the button to flip the helmet’s visor at the last minute. Getting the tone of voice right was very important so working with Kurupt FM's finest MC's was a perfect match, allowing us to deliver a brand message in a fun, real and engaging way.”