Dentsu taps ex-Wiggle Greg Page for Flora ProActiv heart health campaign
Dentsu has tapped former Wiggles member Greg Page to headline a campaign for margarine and spreads company Upfield, specifically margarine brand Flora ProActiv.
The campaign, which focuses on heart health, involves Page performing a re-recording of 1980s hit song ‘A Good Heart’ by Feargal Sharkey in a music video aimed to remind Australians over 40 to check their cholesterol levels.
Dentsu’s Flora ProActiv campaign with ex-Wiggle Greg Page
Dentsu, through Dentsu X and its content and partnerships team, worked with music production firm We Love Jam and music video production company Jaen Collective.
“Having Greg Page agree to be the talent of the song was important, as we knew not only would he bring strength in his recognition and singing capabilities, but he brought personal experience in his own heart health scare,” Dentsu Australia creative solutions lead media Phoebe Carre said.
“We have loved working on a campaign that aims to change behaviour and do good for both society and our client.”
Page will also be interviewed on Nine’s Today Show during Heart Week (May 1-7) to discuss this personal heart health story as part of a media strategy.
Page’s interview will be supported by a two-month campaign amplifying the ‘A Good Heart’ music video across YouTube and social media. The campaign will also feature contextually placed retail out-of-home advertising and activity in the Coles magazine and catalogue.
Upfield head of marketing Anita Hancock said: “Flora ProActiv helps to lower your cholesterol, but few people know they have high cholesterol. We hope the music video appeals to those who loved the original Feargal Sharkey version, relate to Greg’s heart health message and prompts them to have their cholesterol checked.
“From there it’s a matter of following the advice of their medical practitioner and making the simple switch to Flora ProActiv if their results are high.”
Credits:
DentsuX:
- Lauren Small, Managing Director
- Kristina Endrikhovskaia, Client Partner
- James Lobb – Digital Director
- Katie Speirs – Client Director
- Alessandro Vari, Senior Client Manager
Dentsu Content & Partnerships team:
- Michelle Miroforidis, National Head of Content & Partnerships
- Phoebe Carre, Creative Solutions Lead
- Clancy Hiscox, Content & Partnerships Associate
- Jacob New, Content & Partnerships Associate
Upfield:
- Anita Hancock, Head of Marketing
- Gazal Verma, Senior Brand Manager
- Yola Sutjiutomo – Brand Manager
- Vivien Ying – Assistant Brand Manager
Partners:
- We Love Jam – Rearrangement and Music Production
- Jaen Collective – Music video production
- Network 9 and The Today Show – TV integration and supporting ad activity
Have your say