Martin Homent
Idea—

Optimum Nutrition

Brand

Gold Standard is the world’s number one whey protein. But to maintain the number one spot and grow the sales of protein in Europe, we needed appeal to a broader target audience—showing all athletes that whatever sport they do, they can come back stronger with Whey Protein.

Idea—

Idea—

To overcome the myth that protein is purely for those wanting to add bulk, we focused on how protein helps repair muscles, so they’re ready to go again next time.

The idea, ‘becoming your best starts when you stop’, focuses on the importance of recovering with protein, disrupting from the conventional moments used by most sports brands—psyching yourself up pre-workout or the performance itself.

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