CREATING WARMTH IN THE ANTARCTIC
How do you encourage and reward healthy behavior? For Discovery Life, we portrayed exercise as a fun and engaging activity. And, to add to the interestingness, we employed a colony of penguins (okay, animated penguins) and got them to strut their stuff to the strains of the Jackson 5’s “Can you feel it?” Considering the campaign resulted in a marked increase in Vitality gym member visits, it sounds like an awful lot of people did feel it.
45 Second Tvc "penguins"
We used imagery in various print executions aimed at solidifying the brand identity.
"it's cute & it makes the point about healthy living in a non-threatening way, because there are no human actors involved."
we gave the penguins human characteristics which gave them an endearing quality. the running on the iceberg treadmill scene was a particular consumer favorite.
