Life-Space Kicks Off Partnership With Great Barrier Reef Foundation Via Wunderman Thompson

Life-Space Kicks Off Partnership With Great Barrier Reef Foundation Via Wunderman Thompson
B&T Magazine
Edited by B&T Magazine

After securing the business following a competitive pitch process, Wunderman Thompson has launched Life-Space Probiotics’ first major brand campaign.

Taking on duties as a strategic brand and digital partner for the company, Wunderman Thompson has developed a campaign promoting the important role that probiotics play when it comes to looking after the microbiome, the precious ecosystem in all of us and nature.

Georgia Bruton, managing partner said: “Life-Space Probiotics pursuit to help the health of both people and the planet is something that equally inspires us.

“The opportunity to support an ambitious brand, with our passion, love and expertise of the category has resulted in a wonderful purpose-led strategy and campaign.”

The campaign activity extends beyond the brand launch and brings to life another Life-Space strategic partnership, their collaboration with The Great Barrier Reef Foundation (GBRF), to fund a world-leading probiotics research project.

The three-year partnership between Life-Space and GBRF will provide up to $2.25 million of funding for probiotics research.

It will aim to boost the health and survival rate of baby corals and assist in restoring damaged areas of the Great Barrier Reef, as it experiences its sixth mass bleaching event in history.

The initiative follows research findings by the Australian Institute of Marine Science which indicates probiotics can contribute to as much as a 40% increased survival rate for some corals under heat stress.

João Braga, chief creative officer at Wunderman Thompson, said: “The change we need can’t be left with individual Australians; it’s not enough impact to protect our ecosystem in time.

“But big business investing in the regeneration of our planet can make the impact we need. It’s why we’re so proud to work with an ambitious organisation like Life-Space.”

Bruton added: “Creating this entire campaign has been so rewarding on many levels. From helping consumers understand the power of probiotics, through the powerful analogy of our precious ecosystem being like the reef, to creating an original soundtrack with the Melbourne Symphony Orchestra, to also being able to launch the important research that will continue to play a vital role in ensuring Life-Space achieves its vision now and into the future, has made it even more special.”

Eric Chen, CEO of Life-Space Group added: “At Life-Space, understanding and positively impacting the health of both the human and nature’s microbiome is our life’s work.

“Combining this purpose with our wonderful team with the talent from Wunderman Thompson, launching our brand in a visually arresting form and creating a platform to share the power of probiotics is exactly where we want to be. It ensures we can continue to deliver on our ambition and are already in planning for what comes next.”


Client: Life-Space Group

CEO:  Eric Chen,

Head of Marketing: Allan Qiu,

Marketing Manager: Simone Smith,

Snr Brand Manager: Hong Xu,

Agency: Wunderman Thompson

Production Company: Collider

Director: Clemens Habicht

Music: MSO and Composer Adrian Vincent

Media: PMG

PR: Hill & Knowlton

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Great Barrier Reef Life-Space Wunderman Thompson

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