Healtheries Wants Us All to be Good to Ourselves and ‘Live Life in the Green’ with TBWA\New Zealand

Created by TBWA\NZ, the ‘Live Life in the Green’ brand platform revitalises the brand and is to be used across all campaign activity.

Pushing against common conventions that use illness to promote wellness, the new campaign and platform encourages consumers to be kind to themselves each day and take a more positive, optimistic view on their health.

The platform comes to life with an animated world created with production partner Panic Studios that brings joy to the world of supplements and stands out from the competition.

“The category is pretty conventional with messaging that tends to frame health as a problem to overcome and a chore to complete,” says Shane Brandnick, chief creative officer, TBWA\NZ.

“Live Life in the Green brings a fresh, positive attitude to taking care of ourselves. The use of animation creates a joyful world and day thanks to Healtheries in a memorable way.”

“What TBWA\NZ has created here is fantastic. The optimism and positivity are fresh, the platform unique and execution distinctive.” says head of marketing at Vitaco, Simon Cheape.

“As the leader in supplements in both unit sales and brand equity, this work will help take this much loved 120-year-old New Zealand brand into the next stage of its growth.”

The platform will be launched with a brand 30” AV, OOH and shopper assets from June onwards followed by more executions across their immunity, sleep and boost products.