Life-Space probiotics launches new ‘I Am Living Innovation’ global brand platform via Dig&Fish

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Australian probiotics brand, Life-Space, has unveiled its new global brand platform through Australian agency Dig&Fish.


The fully integrated campaign, “I Am Living Innovation”, which will run online and on social media in New Zealand, suggests that humanity’s next great step forward could come from exploring the innovation that’s happening within, rather than looking to the stars. It reveals the incredible potential of the human microbiome and how much we still have to discover about the role of the trillions of bacteria that live on and in our body.

“I Am Living Innovation” launches with a 45 second film that invites viewers to discover more about their own microbiome, and will be supported through POS, social media, OLV, street posters, OOH, digital, website, PR and internal collateral.

As we celebrate 50 years since humans first stepped onto the moon in real life, the launch TVC draws a line between the inconceivable universe above and the exciting world of the microbiome, available to everyone, here on earth. Viewers are taken on a stunning journey through this fascinating world, teeming with bacteria, viruses and fungi. The film also reminds us of the importance of the microbiome to the daily lives of young and old via montages of their everyday moments.

Life-Space offers a range of daily, multi-strain probiotics for people at all stages of life. Each product supports bacterial diversity in the microbiome, which in turn supports general health. The campaign’s message and structure closely mirror the brand’s product architecture and benefits.

Says Nick Campion, head of marketing, Life-Space: “We wanted to create a platform that celebrates the wonder of the microbiome, while also providing education on supporting its health and bacterial diversity with a daily, multi-strain probiotic. In a sector dominated by functional advertising, we saw an opportunity to communicate our point of view as a brand – hopefully getting people as excited by the potential of the microbiome as we are.”

Says Angie Bradbury, managing director, Dig&Fish: “We are extremely proud to work with the team at Life-Space to create its new brand platform. We wanted to showcase the unfolding story of the human microbiome and innovation behind Life-Space and its products. It has been an inspiring journey and has touched every part of our agency. We couldn’t be prouder to see it come to life.”

The films were directed by Derin Seale, through FINCH with the VFX and post work done by Blackbird and Spinifex and is live this week across FTA TV, catch up, OOH, digital and social.

Managing Director: Angie Bradbury
Executive Creative Director: Murray White
Copywriters: Jake McLennan, Mike Smith
Art Director: Kieran Adams, Liam Cockshell
Designer: Nathan Ford
Producer: Pip Heming
Head of Client Service: Fiona Mullen
Senior Account Director: Romayne Perera

Global Sales and Marketing Director: Luke Horton
Head of Marketing: Nick Campion
Head of Medical Marketing & Customer Engagement: Daniel Jones
Marketing Manager: Nicole Middelkoop
Brand Manager: Niamh Loughman

Production Company: FINCH
Executive Producer: Corey Esse
Director: Derin Seale
Producer: Kat LaTour
DOP: Matt Toll
Offline Edit: Drew Thompson and Freya Maddock, ARC EDIT
VFX/Online: Nicholas Ponzoni and Nerissa Kavanagh, Blackbird
VFX Product CGI: Roy Christian and Melissa Lee, Spinifex Group
Sound: Paul Le Couteur and Ceri Davies, Nylon Studios Melbourne
Music: Composed by Rob Law / Gaga Music

Life-Space probiotics launches new ‘I Am Living Innovation’ global brand platform via Dig&Fish