Bohemia Amsterdam together with Genestay Strategy developed concept, design and execution of the Fruit Revolution Online Commercial for AB Activ'. To understand the protest turn on the subtitles (French only).
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B2C Online AB Activ'
1. B2C Campaign Case
AB Activ’
The French Fruit Revolution
Client:
Strategy + Concept:
Bohemia Personnel:
AB Activ’
Corinne Genestay
Marco de Boer
Leo Fleury
Louis Poitevin
2. Situation
The world of nutritional complements is dominated by huge
pharmaceutical companies. After traveling it for a decade, two
young French engineers observed that food supplements are
often unclear to the consumer, constraining and almost always
look sad. They believed there was a better, more ethical and
cheerful way to do business and set up their own company in
organic food supplements. AB Activ’ was created, based on a
socially conscious business model.
The first product to launch is their organic energy boosters:
P’tit Coup d’Boost and Pêche d’Enfer.
3. Target
•
Increase product awareness for AB Activ’s natural energy
boosters.
Target group
• Everyone but preferably French people already interested in
organic products.
4. Brand Strategy
AB Activ’ is build on three core beliefs: 1) The consumer must
understand what he buys. 2) Taking care of oneself shouldn’t be
a burden. 3) A good mood is the first step towards a good
health. Therefore the spirit of the brand should be playful,
poetic and friendly.
5. Concept
The main ingredients of the organic energy boosters Acerola and
Guarana meet up and start a revolution. They protest against
colorants and preservatives. They are all for honest well-being,
natural ingredients and true energy.
6. Copy
The French Fruit Revolution
T'as la pêche toi!
Toi aussi, quel tonus!
You're really full of beans!
You too! You're so dynamic!
Tout le monde n'a pas cette chance…
Il est temps d'intervenir!
En avant! Tous ensemble!
Aidons-les!
A bas les colorants!
Not everyone is that lucky!
It's time to act!
Let's go! All together!
Let's help them!
Down with colorants!
A bas les conservateurs!
Vive le bien-être!
Vive la nature!
Vive l'énergie!
Honnêteté,
Down with preservative!
Long live well-being!
Long live nature!
Long live energy!
Honesty,
efficacité,
simplicité.
Pour être mieux, tout simplement.
efficiency,
simplicity.
To be simply better.
11. Results
The sweet little Fruity Revolution was being picked up online
and viewed over 3000 times in the first weeks after launch.
12. Credits
Brand: AB Activ’
Medium: online
Strategy + concept: Corinne Genestay (Genestay Strategy) &
Marco de Boer (Bohemia Amsterdam)
Art director: Marco de Boer (Bohemia Amsterdam)
Animation: Leo Fleury (Bohemia Amsterdam)
Voices: Marco de Boer, Leo Fleury and Louis Poitevin (Bohemia
Amsterdam)
13. Revolt the Standard.
For more information:
Hugo Kalf hugo@bohemiaamsterdam.com
Kyra Roest kyra@bohemiaamsterdam.com
Bohemia Amsterdam
Sint Pieterspoortsteeg 23a
1012HM Amsterdam, Netherlands
+31 [0]20 42 33 555
bohemiaamsterdam.com + corinnegenestay.com