Optimum Nutrition
Turn Stop into Unstoppable
The Brief—
Dispel the myth that protein adds bulk. Show how protein repairs muscles and the importance of recovery after a session so you can go harder and better next time.
The Idea—
Doing nothing after a workout means you’re doing nothing to improve. Use Gold Standard protein after training and you can turn stop into unstoppable.
Role: Creative Strategy / Creative Direction / Art Direction
“Be relentless in pursuit of your goals, even when you rest. Make protein part of your recovery and turn stop into unstoppable.”
While most sports brands focus on preparation and performance this campaign disrupted the convention by owning the end of a workout.
Campaign included—
Film
Photography
Promoted social posts
Outdoor advertising
Online advertising
On-pack promotion
In-store promotion
E-commerce site
Website
Impact—
During the first phase of the campaign there was a social media uplift of 38% (reaching 45m people) with a sales increase of 9.9% ($2.2m).
The strategy and idea also received a Commendation in the global TBWA Disruption Awards.
