Truth Unlocked: Optimum Nutrition Launches New Myth busting Campaign with TBWA

TBWA launch a new myth busting campaign with Optimum Nutrition to tackle nutritional misconceptions that abound in the sports nutrition industry. ‘#TRUTHUNLOCKED’ challenges these myths head-on by providing a fresh perspective, giving consumers the chance to unlock their full potential. 

The performance nutrition industry is littered with pervasive myths masquerading as facts. Consumers often struggle to hear through the noise. Recognising that these myths are not just false, but stand in the way of individuals unlocking their full potential, Optimum Nutrition decided to challenge these misconceptions directly in this UK-led campaign. 

Sometimes a fresh perspective is what is needed to sift fact from fiction, which is what TBWA employed in their development of key visuals. Star athletes were captured from attention-grabbing angles, inviting consumers to flip their own perspectives on what they think they know about sports nutrition. Alice Tai, Paralympic Champion swimmer, dispels the myth that creatine is only for bodybuilders, while Chelsea and England footballer Lauren James and Olympic gymnast Joe Fraser crush the idea that all protein powders are the same. Each asset features the athletes’ own handwriting to add another personal touch, and a personal mark of approval of Optimum Nutrition’s unmatched quality. 

“Sports nutrition should be for everyone, not just elite athletes or gym regulars,” commented Will Klug, head of sports nutrition at Optimum Nutrition. “The ‘Truth Unlocked’ campaign is about helping people understand the facts behind our products and showing how they can support anyone in their fitness journey. We are committed to breaking down barriers and ensuring everyone feels they have a place in the world of sports nutrition.”

Gordo Whittaker, global client leader at TBWA\Ireland, “It’s always an exciting moment when a client asks you to break a category convention, and even more so when this involves partnering with three truly iconic athletes. We took this prompt to dispel common industry myths as an opportunity not only to deliver a compelling brand truth, but an invitation for Optimum Nutrition to be the voice that cuts through the misinformation. With its unique shooting approach and visuals, we’re looking forward to seeing the stopping power this campaign will generate across markets in the coming months.”

Philip Haynes, photographer, “The lens perspective and axis shift meant we had to think differently. Careful consideration was needed for the direction, the lighting, and how we were going to shoot the talent as it was a totally different approach when compared to doing it above ground (especially when doing it in a black box, 10 foot up a ladder!). I loved the challenge this threw at me, and the team at Bailey Wade and I are delighted with the final results.”

Fionan Healy and Clara Traynor, creative team at TBWA\Ireland, “There’s a lot of quackery when it comes to sports nutrition. We discovered that not only is Optimum Nutrition the most used by professional athletes, it’s also the most imitated. What better way to cut through the misinformation around sports nutrition than use the athletes themselves as proof of Optimum Nutrition’s unmatched performance. Each athlete was captured in a way that reinforced their true performance. Our executions were also hand signed by each athlete to show that they stood behind the statement, that this was fully backed by real performance and not just empty words. A special mention to David Picquenot, our retoucher who was tasked with a complex job.”

The campaign rolls out on OOH, digital display & social.