VIVA LA VITALITE
PROJECT RECAP
In late 2019, Vitalite asked us to help them re-launch on social with a new campaign.
We had to communicate their brand values, drive channel growth and position them as a positive role model in the lives of dairy-free people.
So we created 'Viva La Vitalite' – a celebratory expression and campaign platform rolled into one big idea. Here's how we brought it to life.
THE BIG IDEA
'Viva La Vitalite' positions Vitalite as cheerleaders of the dairy-free life. Doubling as a rallying cry and a mantra of encouragement, it reflects the passion and pride Vitalite bring to the dairy-free scene. As Creative Lead, I was the driving force behind the idea – presenting each stage of the campaign as it progressed.
CREATIVE DIRECTION
We had our mantra. Now we had to bring it to life. We wanted something big-on joy – a thumb-stopping expression worthy of our vision.
Enter our Human Pom-Poms – a trio of cheerleader characters I developed that embody and express dairy-free joy through the medium of dance.
IDEAS + COPY
Working closely with our team of designers, I drove the vision on with ideas and copy for a suite of campaign assets. Celebrating products and people alike – each post channels the sheer sunshine joy that Vitalite brings to dairy-free.
BEHIND THE SCENES
As well as directing our shoot, I went all-in to ensure we got as much mileage out of the day as possible. By working efficiently, we were able to exceed client expectations – shooting ample extra footage for post-production.
CREDIT WHERE IT'S DUE
Agency – Movement Digital
Exec. Creative Director – Mark Freeman
Design & Motion Graphics – Lewis Peat & Gia Varivarigou