Life-Space examines ‘connection at play’ in AO campaign via Wunderman Thompson
Australian probiotics brand, Life-Space, has launched a new Australian Open campaign to highlight the link between gut health and the rest of the body, with creative via Wunderman Thompson.
The 30-second spot starts from a texturised tennis ball that is “at the centre of a game” and walks through the microbiome that is at the centre of a body. It aims to draw a connection between both and explain how the bacteria inside can influence the body’s performance on the outside.
Life-Space joins Bondi Sands, Ralph Lauren and Gordon’s Gin as part of Nine’s customised AO Extender packages as part of its broadcast of the Australian Open.
Joao Braga, chief creative officer at Wunderman Thompson said of the ad: “The science behind how our microbiome works can feel complicated, so we wanted to tell this story with a simple but memorable analogy.
“When you think about it, our gut is a pretty magical place, so the way we visualised this needed to feel imaginative and surprising as we blended the worlds of tennis and science.”
Georgia Bruton, managing partner at Wunderman Thompson, said: “This was one of those exciting projects where we not only got to see a beautifully executed idea come to life, but we got the opportunity to bring lots of our incredible talent together to make it happen. From strategy and visual brand design, to shopper, data, activations, interactive experiences and traditional mass media.”
Eric Chen, CEO of Life-Space Group, added “We believe this partnership and campaign highlights the power of connection, bringing people together to celebrate some of the greatest joys in life – good tennis and good health.”
The campaign runs across TV, OLV, social, print, OOH and a live activation site at the Australian Open.
Credits
Life-Space Probiotics
Allan Qiu, Head of Marketing
Simone Smith, Marketing Manager
Sarra Jabbour, Senior Brand Manager
Samantha Teo, Brand Manager
Wunderman Thompson Australia
Jack Elliott, Associate Creative Director
Lachie Newham, Associate Creative Director
Sarah Fumo, Art Director
Adriana Agustin-Radelja, Copywriter
Joao Braga, National Chief Creative Officer
Melanie Weise, Chief Strategy Officer
Georgia Bruton, Managing Partner
Eleanor Henry, Account Director
Hayley Gaffney, Account Manager
Luisa Peters, Senior Producer
Miryana Velyanovski, Senior Producer
Future Deluxe, Production Company
Smith & Western, Sound Production
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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