Blackmores resets its sights on 'Good Health Changes Everything'.
Good Health Changes Everything is Blackmores first masterbrand campaign in four years and highlights the company’s new vision.
With an increased focus on wellbeing during the pandemic, Good Health Changes Everything is based on the insight that good health unlocks the ability to experience the best that life has to offer. The TVC encourages people to ‘Feel strong inside and out’.
The campaign launched on October 10 and will be followed up with a full 360-campaign with strong focus on TV, digital and path to purchase. It captures the transformative power of good health and wellbeing - physically, mentally, and emotionally.
Blackmores Group chief marketing and innovation officer Joanne Smith says people have felt life’s challenges during the pandemic.
“From our research, we’ve seen a strong desire from people to achieve a naturally healthy life and greater control over their wellbeing. However, we also know that our health goals can be easily derailed by life’s challenges and this has never been felt more strongly than it has over the past 18+ months,” says Smith.
Under the leadership of Blackmores CEO and managing director Alastair Symington, the new campaign symbolises the evolution of the company. With strong roots as an advocate of natural health throughout its 90-year history, Blackmores Group strives to bring nature and science together to improve health outcomes, supported by the Blackmores Institute.
Symington says the new creative direction is contemporary while still honouring Blackmores’ philosophy and story as a pioneer in natural health.
“We feel this is perfectly timed as the country heads towards 80% vaccination rates and Australians are feeling empowered to take back control of their wellbeing. As a leader in providing natural health solutions for almost 90 years, you can trust that we are ready to help anyone who is starting out or re-engaging on their personal health journey.”
According to the Australian Institute of Health and Welfare’s report, The first year of COVID-19 in Australia: direct and indirect health effects (2021), millions of Australians have been left feeling worse than before the pandemic regarding their physical and mental wellbeing. In the Accenture COVID-19 Consumer Pulse survey, 75% of respondents agreed a lasting societal impact will ‘increase the focus on health’.
Creative Agency: The Monkeys, part of Accenture Interactive
Media Agency: Hearts & Science
Production Company: Rabbit
Director: Madeline Kelly
DOP: James Brown
Producer: Morgan Hind
Casting: Peta Einberg Casting
Post: Adam Wills Post
Photography: Toby Burrows
CMIO: Joanne Smith
Blackmores Global Marketing Director: Meg Farquhar
Director of Communications: Raffaele D’Alisa
Marketing Manager: Juliet Glynn
Marketing Manager: Jodie Lynch
Senior Brand Manager: Olivia Loughnan
Assistant Brand Manager: Ruari Maginn