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Martin Homent
Martin Homent / Creative Director
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Optimum Nutrition

Because training is hard enough

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Problem—

Optimum Nutrition were launching a 'game-changing' protein bar into an already cluttered market. So how do we get people to notice yet another protein bar and then believe that it's better and worth trying?

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Strategy—

Our insight told us that while protein bars present themselves as being like a regular bar of chocolate, they're actually quite tough going. This gave us the chance to make the most of our new bar that's actually light, fluffy and soft.

 
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Idea—

Because training is hard enough

In their quest to be better, athletes put themselves through some tough challenges. Enjoying a protein bar needn’t be another.

 
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Contextual social posts—

Social posts were created that fitted in with the day/time of the week, events or what the weather was doing.

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