The three ads position the gluten-free protein bars as an easier way to be healthy and sustainable
Health bar Perkier’s first major campaign has taken aim at the inconvenience of hardcore health and wellness.
Three 30-second films have been launched. The first one features a health-freak mum whose beetroot smoothie explodes in a bloody-looking mist. Her embarrassed teenage daughter then offers her a Perkier bar stacked with plant-based ingredients to have instead.
The second film is about an unfortunate man who takes too much inspiration from Wim Hof and plunges himself into a chest freezer as an ice bath.
And the third film features a man who has strapped solar panels to his body to “take on big oil.”
The films have been launched on YouTube, Facebook, Instagram and digital platforms. The creative platform and campaign were created and produced by 10 Days London, directed by Jolyon White and produced by George White, with bespoke music written by Dominic White. The media was handled by Roast.
Perkier founder Ann Perkins said: “At Perkier every bar we make tastes good, does you good and doesn’t mess up the planet. But we’re not preachy – we want to entertain our audience so they know there is a better choice. Massive perky thanks to the awesome 10 Days London – creative, collaborative and no faff!”
10 Days co-founder and creative director Jolyon White added: “As many brands make vacuous attempts to appear more sustainable because they are just recyclable, it was refreshing to discover that every single detail of Perkier is designed to be good for you and the planet. We all know the world of wellness and sustainability takes itself far too seriously, so we wanted to set the brand apart and inject some Perkier playfulness and humor into the campaign.”
Agency: 10 Days
Strategist: George White
Creatives: Alex Taylor, Alek Lewin, Dominic White and Alice Shedd
Production Company: 10 Days
Director: Jolyon White
DoP: Mark Blackman
AC: Rebecca Doctor
Editor: Josh Armstrong
Colorist: Alek Lewin
Gaffer: Raffaele Nocerino
Spark: Jed Clist
Producers: George White, Kate Hinton, Eleanor Harvey
Runner: Emily Leggett
Art Department: Sooyoung Hahn and Eleanor Harvey
Sound Recordist: Dominic White
DIT: Josh Armstrong
MUA: Emma Gandolfo
Dog Handler: Sandra Strong
Talent: Hannah Jackson, Anna Griffiths, Andrew Boateng, Yasmin Ogbu, Paul Baichoo, Catherine Adams