AMSTERDAM, NETHERLANDS — High cholesterol is more common than you’d think. But that doesn’t mean you have to live your life worried about cholesterol. All you have to do is spread Becel ProActiv on your sandwiches, and from there? Live fearlessly.
High cholesterol isn’t top of mind for most people (over 90% of Europeans don’t know what their cholesterol level is), but it is a big problem. So how do you get a cholesterol lowering message across? Although a serious matter, you bring it in a funny and memorable way. And you do it with someone who makes you realize that nobody, young or old, gym bunny or couch potato, is immune to high cholesterol. So, who better to embody Becel ProActiv’s new brand line, “Live Fearlessly” by TBWA\NEBOKO than a stuntwoman?
The stuntwoman, while filming one of the most unconventional movies of our time, showcases her calm and bravery as she gets flung all over the place. She fears nothing despite the omnipresent dangers that come with shooting a genre-blending, mind-bending sci-fi kung fu flick. Why? Well, once you have your cholesterol in check, there’s not much else to fear.
Eric Wegerbauer, Executive Creative Director at TBWA\NEBOKO, said: “Conversations around high cholesterol are often clinical and spread with fear. Instead, we leaned into a well-manicured cyborg, aliens doing laundry, a blind tuk-tuk driver, deranged mo-cap dinosaurs, and a fearless stuntwoman to tell our story.”
High cholesterol is no laughing matter. But maybe, just maybe, you do have to make a few jokes to make this clear. So together with director Zach Math, we didn’t just tell the story of our fearless stuntwoman… we also packed every second of it full of weird details and subtle easter eggs. A meta and layered piece of communication, where crew wanders around while aliens break character and mo-cap dinosaurs run rampant, the 30” film spearheads a campaign that makes sure you keep coming back to watch. And keep hearing our message: with Becel ProActiv, you too can Live Fearlessly.
Did we mention the cyborg who’s left her spa day just in time to kick some ass?
“The goal with the ‘Live Fearlessly’ campaign is to open up the conversation around high cholesterol and close the cholesterol conscious gap, further empowering individuals to take action towards better heart health,” added Alexis Berger, Head of Brand at Becel ProActiv.
The campaign will be rolled out on TV, cinema, OOH, online video, social starting in Belgium, Poland, and Czech Republic.
Insights and statistics
- Becel ProActiv contains plant sterols. A daily intake of 1.5-2.4g plant sterols can help reducing cholesterol levels by 7-10% in 2-3 weeks as part of a healthy diet – with plenty of fruit and vegetables – and a healthy lifestyle. High cholesterol is a risk factor in the development of coronary heart disease. As coronary heart disease has multiple risk factors, more than one may need to be improved to reduce overall risk.
- Over 90% of Europeans do not know what their cholesterol levels are (Think Again About Cholesterol Survey. 2015. Select EU Countries).
- Cardiovascular diseases are the #1 cause of death globally (WHO Factsheet No. 317 (2017)).
- Graded by the same colorist who did Mad Max: Fury Road.
- Shot in Bangkok with some of the best stunt coordinators in the country.
Credits:
Client: Upfield
Brand: ProActiv
Creative Agency: TBWA\NEBOKO
Production: CAVIAR
Animation: TBWA\NEBOKO
Music: AUDENTITY
Sound design: TBWA\NEBOKO
Offline edit: ATLANTA AMSTERDAM
VFX: LOOM
Color Grading: Eric Whipp
PR: The Romans
