Top
Martin Homent
Martin Homent / Creative Director
Unstoppable_Thumb.jpg

Optimum Nutrition

Turn Stop into Unstoppable

Spacer_2500x300_Ultimate_sRGB.png
 

Problem—

Increase sales in a category where protein users buy cheaper alternatives and non-users don’t consider buying protein as they (wrongly) believe it’s for adding bulk.

Spacer_60x20_Ultimate_sRGB.png

Strategy—

Appeal to the wider audience of non-users and dispel the myth of bulk. Disrupt the conventions of most sports brands (success is all about the performance or preparation) by positioning the end of a workout as the beginning of your future achievements.

 
Spacer_2500x300_Ultimate_sRGB.png
Unstoppable_2x1.jpg
Spacer_2500x300_Ultimate_sRGB.png
 

Idea—

Turn stop into unstoppable

Recovering with Gold Standard protein repairs your muscles so you can go even harder and stronger next time. Use it after training and you can turn stop into unstoppable.

 
Spacer_2500x300_Ultimate_sRGB.png
Spacer_2500x300_Ultimate_sRGB.png
Unstoppable_ShaunFB_small.png
Unstoppable_LillyFB_small.png
Unstoppable_ReeceFB_small.png
Spacer_2500x300_Ultimate_sRGB.png
 
 
Unstoppable-ShaunV2.gif
Unstoppable-ReeceV2.gif
 
Unstoppable_Carousel_small.png
Unstoppable_Website_small.png
Unstoppable_Ad_Lilly.jpg
Unstoppable_Ad_Shaun.jpg
Unstoppable_Lilly_Workout_4x3.jpg

Impact

Social media up 38% reaching 45m
Sales increase of 9.9% +$2.2m
Return on investment of 340%

Commendation in the global TBWA Disruption Awards