Stop Vitamin Cruelty

As the newest brand in the vitamin-enhanced water category, Activate Drinks approached us with one big goal in mind: to bring the public fresh vitamins. Most people don’t know that almost all vitamin drinks (we won’t name names) are selling deteriorated vitamins.

SpecialGuest led the campaign strategy and its flawless, nimble execution. It also created a unique set of branded character designs to carry an unknown brand into the hearts and minds of consumers. To bring those characters to life, SpecialGuest partnered with media production company 1stAveMachine’s Tomi Dieguez and his animation studio, Punga, for the design and animation. Casserole Labs contributed to work for the Facebook app.

To launch Activate Drinks and combat the gap in awareness about less-effective vitamins, we created their first-ever integrated brand campaign, featuring a world of original vitamin characters fighting for their cause through animated storytelling.

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“For us vitamins, Stop Vitamin Cruelty isn’t just an appealing ad campaign, but the start of a movement,” says Vitamin B5 in one video.

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The 360 campaign included experiential design, social media (Facebook apps, Instagram uploads), and more traditional media (a subway takeover, taxi tops, OOH billboards, bus backs, magazine prints, and wall postings).