The Drum Awards for Marketing - Extended Deadline

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Client: iWi
Date: Jun 2018
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New wellness brand, iWi, is introducing a different approach to sustainable food cultivation and launching three different omega-3 supplements. While most people get their omega-3s from fish or krill, iWi cuts out the middle fish and derives its omega-3s from algae, taking the pressure off over-fished marine ecosystems.

IWi, to introduce the product. is dropping its first-ever national advertising campaign, ‘Healthy Me, Healthy We’ from creative agency Something Massive. The campaign works to highlight iWi’s aim to produce high-value nutrition that improves individual health without harming the environment. To explain the concept of how humans don’t need to disrupt the marine ecosystem, the company is using a quirky “spokesmerm” in the form of actress Beth Dover, of Orange is the New Black fame.

In the spot, we see the mermaid getting her hair done backstage and ready for a commercial shoot, saying that her secret to “absorbing such a high bio-absorption of nutrients” is taking the iWi supplement. As she explains, she is offered a cappuccino with extra foam, to which she asks, “sea foam?” When told no, she says, “ew” to great comic effect. It’s those humorous moments – like one where she asks not to wear a stereotypical seashell top – that makes this more than a usual supplement sell.

Credits

Something Massive Agency Credits

Executive Producer: Rebecca Coleman

Executive Producer: Chris Gibbin

Executive Creative Director: Ariel Broggi

Creative Director: Alex Buono

Writer: Ariel Broggi

Design Director: Ian Ashembremer

Motion Graphics: Mackenna Millet

Producer: Adam Reynolds

Production Manager: Sean Green

SVP, Client Success: Dana Neujahr

VP, Strategy: Victoria Fiore

Sr. Account Manager: Aja Smith