Probiotics brand Life Space celebrates the wonder of the human microbiome

Probiotics brand Life-Space has launched its global brand platform ‘I am living innovation’, referencing the unique dynamic of the human microbiome.

The campaign wants consumers to consider caring for the world inside of them, and discover the secrets to health and wellbeing.

The campaign film, created by Dig & Fish, draws a comparison between the universe beyond our own world, and the world of the microbiome. The film cuts between images of a family spending time together and images of the microbiome of bacteria, viruses and fungi in our bodies.

Life Space, head of marketing, Nick Campion, said in a statement: “We wanted to create a platform that celebrates the wonder of the microbiome, while also providing education on supporting its health and bacterial diversity with a daily, multi-strain probiotic. In a sector dominated by functional advertising, we saw an opportunity to communicate our point of view as a brand – hopefully getting people as excited by the potential of the microbiome as we are.”

Dig & Fish, managing director, Angie Bradbury, said: “We are extremely proud to work with the team at Life-Space to create its new brand platform. We wanted to showcase the unfolding story of the human microbiome and innovation behind Life Space and its products. It has been an inspiring journey and has touched every part of our agency. We couldn’t be prouder to see it come to life.”

The campaign will be executed across TV, point of sale, social media, OLV, street posters, OOH, digital, PR and the Life-Space website and internal collateral.


Managing Director: Angie Bradbury
Executive Creative Director: Murray White
Copywriters: Jake McLennan, Mike Smith
Art Director: Kieran Adams, Liam Cockshell
Designer: Nathan Ford
Producer: Pip Heming
Head of Client Service: Fiona Mullen
Senior Account Director: Romayne Perera

Global Sales and Marketing Director: Luke Horton
Head of Marketing: Nick Campion
Head of Medical Marketing & Customer Engagement: Daniel Jones
Marketing Manager: Nicole Middelkoop
Brand Manager: Niamh Loughman

Production Company: FINCH Production
Executive Producer: Corey Esse
Director: Derin Seale
Producer: Kat LaTour
DOP: Matt Toll

Offline Edit: Drew Thompson and Freya Maddock, Arc Edit
VFX/Online: Nicholas Ponzoni and Nerissa Kavanagh, Blackbird VFX
Product CGI: Roy Christian and Melissa Lee, Spinifex Group
Sound: Paul Le Couteur and Ceri Davies, Nylon Studios Melbourne
Music: Composed by Rob Law / Gaga Music


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