Bronze
Health & Wellness
Homeopathic/Natural Remedies
| Entrant: | McCann Bristol, Bristol |
| Brand: | VOOM Sports Nutrition |
| Title: | "The Climb" |
| Corporate Name of Client: | Robin Higgens |
| Client Company: | VOOM Nutrition, Yealand Redmayne |
| Agency: | McCann Bristol, Bristol |
| Agency Chief Executive Officer: | Dean Lovett |
| Global Chief Creative Officer: | Javier Campopiano |
| Chief Creative Officer: | Vince McSweeney |
| Executive Creative Director: | Zane Radcliffe |
| Copywriter: | Zane Radcliffe |
| Agency Designer: | Chris Rees |
| Agency Social Media Director: | Abi Canterbury |
| Agency Production Manager: | Chris Taylor |
| Production Company: | Chief TV, Manchester |
| Production Managing Director: | Colin Offland |
| Director: | Olivier Richomme |
| 1st AD: | Luis Zarzo |
| Executive Producer: | Cris Mudge |
| Production Designer: | Marc Ingham |
| Production Project Manager: | Ellie Bonner |
| Production Assistant: | Billy Offland |
| VFX Supervisor: | William Wyatt |
| Editor: | Zachary Pridding |
| Performers: | Louis Parkinson/Emily Dowson |
Description:
THE BRIEF Voom is a UK challenger in sports health and nutrition. Their plant-based POWR bars (a functional food) deliver natural energy to outdoor enthusiasts.
But how to create standout in a category that can often take itself too seriously? And how to convince sports enthusiasts that vegan sport nutrition is potent?
THE FILM ‘The Climb’ presents itself as an epic sports documentary - a nod to ‘Free Solo’ - that follows self-absorbed free climber as he attempts ‘The Big One’ at the expense of everything, including his girlfriend.
His confidence borders on arrogance as he details his meticulous prep for the ascent. But the one thing he didn’t prepare for is his hay fever, and he comes undone when confronted by a flowering plant near the summit. A full-body sneeze forces him off the rock, landing our campaign line: ‘Never Underestimate the Power of Plants.’
HUMOUR: THE SCRIPT We recognised that the most disruptive thing we could do for a challenger in this category, was to make our audience laugh.
In the ‘The Climb’, the script must at first convince as a serious sports documentary. The writing delivers a delicious slow-burn that deliberately wrong-foots the audience before landing an unexpected and darkly comedic rug-pull. It’s an exercise in comic restraint: the product becomes the punchline and is more impactful for it.
IMPACT ‘The Climb’ saw online engagements with the brand increase by a multiple of 22 across all social platforms, while sales more than trebled.
The film has garnered positive and international PR: ‘Ad of the Day’ (Campaign) - ‘Pick of the Week’ (AdAge) - ‘A masterpiece … the height of humour’ (David Reviews) - ‘Epic and darkly comedic’ (Shots) - ‘Never underestimate the power of funny’ (LBBOnline).