KEVITA
ALIVE LIKE YOU 2.0
BRIEF
(in a modern tweet)
Get our target that are intrigued by probiotic drinks but intimidated by the category, which can seem too mythical or technical, to be excited to try & buy KeVita’s probiotic beverages.
APPROACH
After a very successful launch of our year 1 campaign that positioned KeVita as the approachable, lively probiotic drink that’s Alive Like You, we needed a slight evolution. Knowing our target is intimidated by the category we still used real people to tell real stories. Only for year two, we asked ourselves a very important question: When is the moment you feel the MOST alive? The answer was simple. You’re the most alive when you are trying something new. The anticipation, nerves, and excitement are brimming. So we documented 3 individuals trying something new for the first time. These are their stories.
ROLE
Creative Direction
Senior Art Director: Dan Delli-Colli
Senior Copywriter: Vince Van-Bael
Production: Futuristic Films
ALIVE LIKE YOU QUICK CUTS (30 SEC)
We all know and love the 30 second format. These are the main cut downs. All videos were delivered in 30, 15, and 6 seconds with accompanying social native videos for Facebook and Instagram.
Scroll below to see the full stories (my favorite cuts).
ALIVE LIKE YOU LONG CUTS (1.5 MIN +)
For the consumers who wanted to see more behind the stories we created long-form cuts of our 3 talent. These ran on YouTube, IG TV, and KeVita.com.
ALIVE LIKE YOU SOCIAL
While on location shooting our 3 docu-style videos we captured product-centric native social content for Facebook and Instagram.
ALIVE LIKE YOU "FIRST TASTE" PRINT
We extended our firsts beyond our talent and partnered with über talented illustrator Josh Holland to screen print an idealized scene based on his first taste of KeVita. We only printed 25 of them and gave them away to our super fans.
