Bulk Powders Film Dominate Value by Droga5 London

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Dominate Value

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Industry Vitamins & Diet Complements
Media Film
Market United Kingdom
Agency Droga5 London
Chief Creative Officer David Kolbusz
Executive Creative Director Rick Dodds, Steve Howell
Creative Ed Redgrave, Dave Wigglesworth
Production Biscuit Filmworks
Director David Kolbusz
Released January 2018


Lions Health 2018
Health & Wellness Lions Nutraceuticals Bronze Lion

Credits & Description

Category: Health
Media: Film
Brand: Bulk Powders
Agency: Droga5
Geo: United Kingdom
Advertising Agency: Droga5, London, UK
Chief Creative Officer / Director: David Kolbusz
Executive Creative Directors: Steve Howell, Rick Dodds
Creatives: Dave Wigglesworth, Ed Redgrave
Head of Production: Chris Watling
Producer: Goldie Robbens
Chief Executive Officer: Bill Scott
Account Director: Jonny Price
Strategy Director: Zoe Scaman
DP: Sam Rowland
Production Company: Biscuit Filmworks
Executive Producer: Rupert Reynolds-Maclean
Producer: Sam Chitty
Edit / Post-production: D5X
Editor: Matt Brady
Published: January 2018
Don’t let them laugh at you. Use BULK POWDERS and #DOMINATELIFE
Short Synopsis:
Anthony Joshua, the Watford-born world heavyweight boxing champion, is the star of a new advertising campaign for Sports Nutrition brand BULK POWDERS®, created by Droga5 London.
The work avoids the usual po-faced tone of fitness marketing and instead takes a tongue-in-cheek approach with the strapline ‘Dominate Life’.
In the TV commercial, a used-car salesman is shown sweating over the signing of a deal as he notices the muscular physique of his customer and starts making assumptions about how capable he must be. It finishes with Anthony Joshua revealing that he dominates life by drinking BULK POWDERS®.

We needed to drive awareness of a challenger sports nutrition brand in a category that takes itself too seriously; glorifying sports stars, showing shirtless muscles and the ubiquitous gym setting. Sure, we had A-list sports talent of our own, but we needed to use them in a way that stops the scrolling and starts a conversation. We decided to take them out of the gym and instead show how Bulk Powders helps them to live their everyday lives; from gardening to brushing their teeth or carrying the shopping. And the result? A lot of 'WTF is this?' but most of all, we gained some serious attention.
We needed to raise awareness of Bulk Powders among 18-25 year old gym goers in the UK, Germany and France. But this was only part of the equation, because what's the point of people just knowing about us if they're not considering us? So we shifted the brief to 'grab their attention and position Bulk Powders as the sports nutrition company with a proper sense of humour', because adding personality and depth to the brand would result in better results than a purely functional focus.
These films each feature sports, health and fitness celebrities in an unexpected settings talking through entertaining examples of how they Dominate every day scenarios. The brand plays only a supporting role - the focus is on the celebrity and their humorous stories.
42 % uplift in sales YOY (volume)
46% uplift in brand advocacy
33% uplift in brand consideration
27% uplift in brand awareness
954,000 YouTube hits
Over 2 million Instagram views
Over 400k Twitter views
Dominate Life became our absurd over-the-top rallying cry, encouraging gym goers everywhere to 'win' at everyday tasks. A brand film landed the concept, but we used our talent in a very different way by writing bespoke scenarios for each of them based on their personalities. Anthony Joshua gave a motivational speech to a bonsai tree, Tom Daley taught us about value using toothpaste and Lucy Watson used her cutting verbal style to dominate conversations. Each one ran on their social channels and ours.
Campaign Description
The fitness industry on social channels are awash with famous ambassadors giving serious advice in a serious tone about serious workouts and serious diets. We wanted to set ourselves apart from the rest of the industry by using humour to speak to our audience. Yes we want to be in great shape, but why can’t we have a laugh while we do it? So we used our brand ambassadors in an unexpected way; by putting their tongues firmly in their muscular cheeks and giving advice on various aspects of life. Our stars gave advice on everything from gardening to lung capacity to, well, giving advice. While the tone was jokey, the message was serious – by using Bulk Powders and getting in great shape, your performances will improve not just in the gym or on the track, but in everyday life itself.
Brief With Projected Outcomes
• Healthcare regulatory bodies
• Government
• TV stations/media channels
Not to be transmitted in the breaks immediately before, during or immediately after any children's programme.
Research has shown that exercise and generally being in good shape can help brain functionality– improving memory, concentration, mental health and creativity, which can have profound effects on life. Bulk Powders provides health supplements, including protein shakes, that can not only help you dominate the gym, but dominate life itself.