The Drum Awards for Marketing - Entry Deadline

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Agency: Bray Leino
Date: Jan 2024
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Kalms, the popular, herbal range covering stress, sleep, anxiety and burnout, from Lanes Health is back on screens with a new TVC harnessing the power of kalmfulness.

Designed to feel like a meditation rather than an ad, Kalms’ new spot invites the viewer to imagine their own place of calm, drawing them in through a variety of audiovisual techniques. Beautiful, wide shots against macro moments, a script rhythm based on guided meditations, and the unconventional, say-what-you-see narrative style describing what’s happening on-screen all combine to reinforce the moment. Sounds of nature ASMR enhances the multi-sensory experience.

The ad, from Bray Leino, builds on the ‘Find your Kalmfulness’ platform, which launched in 2022. Over the years the Kalms product range has expanded and the wellbeing landscape has evolved, with the popularisation of natural, holistic activities such as mindfulness, breathwork, and cold water therapy. To refresh the brand within this enlightened market, Kalms decided to launch fresh new creative to reflect the changing landscape.

Kate Cox, CEO at Bray Leino, says: “The past few years have seen huge change for the health and wellbeing market. We’ve seen the explosion of wellness trends, propelled by social media and the pandemic, and our own research has highlighted people’s increasing proactivity towards their health in general. It’s an exciting time for Kalms and it’s exciting for us, as an Agency, to find new ways to connect the brand with an invigorated audience.”

Elizabeth Hughes-Gapper, Senior Product Manager, Lanes Health, says: “We were delighted to work with Bray Leino on this project, helping us to shift the positioning of the Kalms brand in order to make it more relatable to consumers in the mental health and emotional wellbeing arena. Building on the strength of our successful kalmfulness ethos and desire to provide support to consumers on their mental health and wellbeing journey. We hope this ad will provide a moment of calm in their busy lives.”

The ad was shot on location in Wicklow outside Dublin, and Directed by Dermot Mallone with The Sweetshop Films and Banjo Man Films, with Bray Leino Productions.

Nicola Roberts, Executive Creative Director, Bray Leino, says: “Picture a serene scene. Perhaps a tranquil beach with gentle waves. Or a peaceful forest with sunlight filtering through the trees. You immediately feel more clam, don’t you? And that’s exactly what this ad does. A delicious little taster of the product, that leaves you wanting more. It’s a cinematic dream. Beautifully shot. A story well told.”

Kalms’ new TVC launched on 1 January on national linear TV and broadcaster VOD; viewers can enjoy 30 seconds of guided meditation through January, with 10 second slots airing across February. The campaign coincides with new-look packaging to further refresh the Kalms brand.