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Alpen: It All Started So Well by BBH London

Agency: BBH London
Client: Alpen
Date: May 2016
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With a brief to get Alpen back on the radar of those who want a healthy start in the morning, BBH needed to reinvigorate Alpen with a fresh brand idea, breaking from conventions, and making it feel relevant to a new generation.

Breakfast. Such a lovely time. The world seems so full of promise and possibility. It’s the calm before the chaos. A small moment of pleasure before the day starts. When you set yourself up with a good breakfast, you feel ready to take on whatever the day throws at you.

The new ‘It All Started So Well’ for Alpen brings that truth to life.

The development of the campaign began with finding genuine YouTube fails and then imagining the great start to the day that they had before these events unfolded. Careful casting and wardrobe were used to get actors looking as close to the real people in the YouTube clips as possible.

To the soundtrack of ‘Daydream Believer’ by the Monkees, the two TV ads show two people’s idyllic breakfast at home with their families. The sun is streaming in and everything seems right in the world. After enjoying their Alpen breakfast, they walk out the front door and that’s when things take a turn.


Creative Director: Carl Broadhurst

Writer: Martha Riley

Additional Credits: Strategy Director: Rowenna Prest

Business Lead: Sian Cook

Account Executive: Nathan Coffey

Account Director: James Rice

Producer: Ally Mee, Ronae Rayson

Production Company: Nice Shirt Films

Director: Liz Murphy

Producer: Luke Goodrum

DoP: Justin Brown

Post Production: Jon Hollis @ Raised By Wolves

Editor/Editing House: Mark Burnett @ Whitehouse Post

Sound: Sam Ashwell @ 750mph

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