CAMPAIGN

Protein World —Every Body Works

Protein World —
Every Body Works

Client

Protein World

Role

Associate Creative Director

Associate CD

Agency

Code & Theory

Year

2018

The Challenge

London-based protein supplement brand, Protein World, wanted to create an inclusive, body-positive message for their 2018 campaign to help shift perception away from being too ultra-fit focused. The line "Every Body Works." spoke to the idea that every body is beautiful and everyone hustles. That whether you're a believer, a dreamer or an in-betweener, we're all in this together. The campaign launched across a range of media including digital, print and OOH.

Campaign Launch Video

To launch our inclusivity campaign we created a digital video that cast fitness influencers from all walks of life - for use on Instagram, Facebook and Twitter. Director: Zach Law & Jake Ladehoff Studio: Yacht Club CD: Kim Foster Copywriter: Nick Francis

Campaign Website

To clarify the campaign mechanics, we built a holiday hub with simple nomination steps, the launch video, and helpful money tips from the MoneyLion content ecosystem, your one-stop Holiday Bonus shop.

London Tube OOH Takeover

At the onset of the campaign we placed billboards across media in the London Underground that carried our body-positive message. This included media on the tube platform, escalator, as well as inside the tube car itself. Photography by Pete Thompson.

Social Campaign

The campaign continued across Protein World's social platforms with mantras that extended and evolved the campaign message as well as product and lifestyle photography that helped reinforce the brand's values.