'Sensibles'
 

The Business Challenge: Gone are the days when fruit juice was the default healthy choice versus sugary, fizzy drinks. Now there's all sorts of flavoured waters, vitamin waters and medicinal beverages infused with electrolytes.

 

The Task: We needed to entice young people back to Australia's favourite fruit juice.

The Communications Problem: The world of health is boring, oversaturated and makes people feel bad about themselves. Everyone wants to feel healthier, but no one wants to be told to make healthier choices.

 

The Creative Idea: Reintroduce people to their sensible side. Everyone has a Sensible inside of them. Your Sensible is a lovable liver-like creature that gets sad and sick when you do naughty things. But you can revive it by drinking (the correct brand of) juice.

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Awards: One Show Bronze | New York Festivals Bronze | Young Guns Bronze | ADMA Silver | ADMA Bronze |AWARD Bronze Direct Campaign | AWARD Bronze Direct Digital

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