Celebrating the connection our gut has with the rest of our body.
To announce their partnership with the Australian Open, Australian probiotics brand and gut microbiome specialists, Life-Space, have launched a new campaign that celebrates the connection our gut has with the rest of our body.
The campaign, developed by Wunderman Thompson and crafted in collaboration with studio Future Deluxe, takes us on a journey through the microbiome – starting on a textural, stylised tennis ball that is ‘at the centre of every game’ before exploring the rest of the microbiome that’s at the centre of our body.
Chief creative officer at Wunderman Thompson, Joao Braga, said: “The science behind how our microbiome works can feel complicated, so we wanted to tell this story with a simple but memorable analogy.When you think about it, our gut is a pretty magical place, so the way we visualised this needed to feel imaginative and surprising as we blended the worlds of tennis and science.”
Georgia Bruton, managing partner at Wunderman Thompson, said: “This was one of those exciting projects where we not only got to see a beautifully executed idea come to life, but we got the opportunity to bring lots of our incredible talent together to make it happen. From strategy and visual brand design, to shopper, data, activations, interactive experiences and traditional mass media."
Eric Chen, chief executive officer at Life-Space Group, said: “The Australian Open connects tennis fans around the world every year. We believe this partnership and campaign highlights the power of connection, bringing people together to celebrate some of the greatest joys in life - good tennis and good health.”
The campaign is now live across TV, OLV, social, print, OOH as well as a live activation site at the Australian Open.
Credits:
Life-Space Probiotics Allan Qiu, Head of Marketing
Simone Smith, Marketing Manager
Sarra Jabbour, Senior Brand Manager
Samantha Teo, Brand Manager
Wunderman Thompson Australia
Jack Elliott, Associate Creative Director
Lachie Newham, Associate Creative Director
Sarah Fumo, Art Director
Adriana Agustin-Radelja, Copywriter
Joao Braga, National Chief Creative Officer
Melanie Weise, Chief Strategy Officer
Georgia Bruton, Managing Partner
Eleanor Henry, Account Director
Hayley Gaffney, Account Manager
Luisa Peters, Senior Producer
Miryana Velyanovski, Senior Producer
Future Deluxe, Production Company
Smith & Western, Sound Production
