Life-Space Launches ‘Connection At Play’ Campaign With Australian Open Via Wunderman Thompson

Life-Space Launches ‘Connection At Play’ Campaign With Australian Open Via Wunderman Thompson
B&T Magazine
By B&T Magazine



To announce its new partnership with the Australian Open, probiotic and gut specialist brand Life-Space, has launched a new campaign via Wunderman Thompson, showcasing the connection between the gut and the rest of our bodies.

The campaign, live across TV, OLV, social, print, and OOH, as well as a live activation site at the Australian Open, takes viewers on a journey through the microbiome, starting on a stylised tennis ball that is “at the centre of every game” before explore the rest of the microbiome.

“The science behind how our microbiome works can feel complicated, so we wanted to tell this story with a simple but memorable analogy,” said Joao Braga, chief creative officer at Wunderman Thompson.

“When you think about it, our gut is a pretty magical place, so the way we visualised this needed to feel imaginative and surprising as we blended the worlds of tennis and science.”

Georgia Bruton, managing partner at Wunderman Thompson added: “This was one of those exciting projects where we not only got to see a beautifully executed idea come to life, but we got the opportunity to bring lots of our incredible talent together to make it happen. From strategy and visual brand design, to shopper, data, activations, interactive experiences and traditional mass media.”

“The Australian Open connects tennis fans around the world every year. We believe this partnership and campaign highlights the power of connection, bringing people together to celebrate some of the greatest joys in life – good tennis and good health,” said Eric Chen, chief executive officer at Life-Space Group.

Campaign Credits:

Life-Space Probiotics
Allan Qiu, Head of marketing
Simone Smith, marketing manager
Sarra Jabbour, senior brand manager
Samantha Teo, brand manager

Wunderman Thompson Australia
Jack Elliott, associate creative director
Lachie Newham, associate creative director
Sarah Fumo, art director
Adriana Agustin-Radelja, copywriter
Joao Braga, national chief creative officer
Melanie Weise, chief strategy officer
Georgia Bruton, managing partner
Eleanor Henry, account director
Hayley Gaffney, account manager
Luisa Peters, senior producer
Miryana Velyanovski, senior producer

Future Deluxe, Production Company
Smith & Western, Sound Production




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