Nature's Bounty, the No.2 vitamin brand in the US, wanted to successfully launch itself in the UK. But with little brand awareness and an oversaturated vitamins, minerals and supplements (VMS) category, a standout offering was essential. While the VMS industry has become more mainstream than the niche health shops of yesteryear, we found vitamin brands' version of 'wellness' - airbrushed models and unrealistic metropolitan lifestyles - still starkly out of touch with modern views of what it really means.

This presented a prime opportunity for us to challenge the status quo with Nature's Bounty, leveraging the idea of simplified nutrition that had made the brand so successful in the US. Proving they 'get' real life & understand how to support real people was key.

Out of the proposition that Nature's Bounty helps you embrace whatever real life throws at you came our creative brand platform: "We've got this". The idea that we can't always foresee the day's little hiccups, but we can be ready to face them together. This manifested itself into a full 360 campaign, covering film, social, packaging and ecomm. Spearheading the campaign, a hero 30' brand film and a trio of individual 15' spots charmingly capture the idea by showcasing everyday people coming face to face with a series of unforeseen daily challenges.