Brownes
Chill +Protein
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Brownes Chill has long been a household staple as one of WA's iconic milk brands. With the launch of their new Chill +Protein range, the brand sought to expand into the health and fitness space without alienating its traditional, loyal consumer base. To do so, it needed a creative campaign that positioned the new product range as a legitimate, high-protein alternative while retaining the brand’s famously outlandish tone and delivery. The creative deliberately bypassed the serious, overly polished aesthetics typical of sports nutrition, instead leaning into a high-energy, tongue-in-cheek satirisation of gym culture. Local Chill series talent Boon Shiva-Black fronted the digital content, utilising his delivery to promote the product's functional benefits with an unapologetic, self-aware flair. Amplified further through the visual use of kitsch, "stylistic suck" mixed media and deliberately absurd compositions. Translated across both the digital and physical campaign, the rollout relied on direct messaging and dynamic visuals driven by the campaign tagline "Big Gains, Less Sugar" to maximise impact. Ultimately the unconventional approach helped to cut through a saturated market, proving that functional nutrition doesn't have to take itself so seriously. CREDITS: |
| Client
Completed at Executive Director Strategy Creative Direction Design Lead Motion & Animation Creative & Copywriting Producer Director of Photography Photography Editing |
Brownes
MITP Agency Alex Paioff Patrick Ball Dave Gardiner Courtney Dagasso Tay Kaka Kaleb Woodward |