Top
Martin Homent
Martin Homent / Creative Director
ON Gold Standard Zone Header.jpg

Optimum Nutrition

The Gold Standard Zone

Spacer_2500x300_Ultimate_sRGB.png
 

Problem—

Sports Nutrition is a competitive category with brands undercutting others to lure athletes into buying their products. We needed to increase sales of the most premium range, Optimum Nutrition's Gold Standard.

Spacer_60x20_Ultimate_sRGB.png

Strategy—

Increase sales by branching out into other sports where athletes spend money on improving (usually with equipment and apparel). Showing that success isn’t about psyching themselves up, but in their body having the nutrients needed to perform at a high level.

 
Spacer_2500x300_Ultimate_sRGB.png
ON Gold Standard Zone 2x1 C.jpg
Spacer_2500x300_Ultimate_sRGB.png
 

Idea—

The Gold Standard Zone

When you're mentally and physically prepared, you won't just get 'in the zone', you'll perform in The Gold Standard Zone. 

 
Spacer_2500x300_Ultimate_sRGB.png
Spacer_2500x300_Ultimate_sRGB.png
 

Treatment

To capture the moment where the athlete reaches the optimum performance level, the films were shot in super-slow-motion to give a sense of everything going well and the athlete being 'in The Gold Standard Zone'.

 
Spacer_2500x300_Ultimate_sRGB.png
GSZ_Insta_Cycling_small.png
GSZ_Insta_HIIT_small.png
GSZ_Insta_Rugby_small.png
ON Gold Standard Zone Results.jpg

Impact

The films were the most successful social to date, reaching over 800k views in phase one.

The campaign reached over 16 million people and the email to lapsed users had a 12% open rate.