Benefits of the Doubt - Olly Marketing Campaign

March 2023 – Print/Social Media Marketing Ads, Illustrator, Photoshop, InDesign, 1500 x 844p

During my 4 month tenure at The Workshop, an apprenticeship program aimed at introducing creatives to the world of Art Direction and Copywriting within the industry, my partner and I were tasked with creating a marketing campaign from the ground up for Olly Vitamins. The brief was focused on how to make Olly an essential part of the healthcare obsessor’s daily routine, while also mainly targeting the Gen-Z demographic. We came up with the insight that young people don’t use vitamins because they don’t think they work, or that they don’t have real tangible health benefits; so, our solution was to directly confront the naysayers by saying that they work even if they don’t believe it, as in not being a placebo. Our social media activation was based on this idea, by first selecting social media influencers on TikTok to take part in a 1-month challenge that required them to take Olly twice a day during their everyday routine and recording themselves doing so in the most fun and creative way possible. The winner of this challenge, should they be satisfied with their experience would be selected to become an Olly brand ambassador. The overall experience was a great introduction to the world of advertising and art directing, focusing on a singular concept and building everything up around it to form a unified, consistent marketing pitch.