Innocean Australia has created the first campaign for No Ugly health and wellness tonics since the brand crossed the Tasman from New Zealand to launch in Australia early this year.
The No Ugly ‘Lullabies’ campaign, for the No Ugly Sleep variant, aims to put Aussies to sleep, by turning whatever’s keeping them awake at night into a tranquil lullaby.
One in three Australians suffers from insomnia at some point in their lives due to stress and anxiety and this is on the rise. What’s worse, the prognosis is looking grim, with anxiety in the last 12 months around COVID-19, Job Seeker, Job Keeper, and having a job at all, adding to the list of reasons why Aussies are not getting their full eight hours.
Enter No Ugly Sleep and the ‘Lullabies’ campaign created by the new team at Innocean Australia. The fully integrated campaign launches today to mark World Sleep Day across social, out-of-home, and radio. People can submit whatever’s keeping them awake at night @nouglyau on Instagram for a chance to have their worry turned into a lullaby sung by Australian musician and composer, Brontë Horder. You could even win a two-month ‘Sleep Regime’ from No Ugly.
Some of the common stress triggers already turned into lullabies include a woman whose boyfriend is bad in bed (but is rich), backpackers partying next door, worrying HR emails, and the wrong font in a presentation deck. Even the Government’s automated COVID-19 text alert has had the No Ugly Lullaby treatment.
Other stresses may be closer to home for our industry. Name missed off an award credit? Can’t crack that EDM subject line? Creative partner has BO? Simply submit whatever’s stressing you out by replying in the comments section on the @nouglyau Instagram page to get your ‘worry’ turned into a lullaby.
Wesley Hawes, Executive Creative Director at Innocean Australia, said: “We’re stoked to be partnering with No Ugly Australia’s founder, Ryan Bernal, to launch the No Ugly brand here. What’s more, you never would have expected the Lullabies campaign to come out the doors of Innocean Australia. It’s social-first, digitally-led and reactive. Even though the response turnaround is insane, it’s going to be so much fun to create mini-musicals based on the real anxieties of Aussies.”
Ryan Bernal, Founder of No Ugly Australia, said: “The reality is that in the search for wellness, quality sleep is arguably the holy grail. No Ugly Sleep is full of magnesium, your body’s natural ‘sleep hormone’, and tart cherry, which contains melatonin, and a range of other ingredients that help you sleep like a baby. My own sleep has increased by just over 50 minutes and my deep sleep by 20 on average. That’s what you call a functional beverage.
“The Innocean team have been more than just our creative agency, they’ve been incredible in getting this start up off the ground with a campaign that lets all Aussies know that sweet dreams now come in a bottle. Best of all, it’s low sugar, all-natural and sparkling.”
Jasmin Bedir, CEO of Innocean Australia, said: “This campaign showcases that Innocean is no one trick pony with a clever, digitally-led campaign that we expect to work gangbusters for No Ugly’s Australian launch and help to connect the brand with Australia’s health-conscious consumers. The functional beverage category is experiencing significant growth and No Ugly is perfectly positioned for success in this market.”
The Lullabies campaign runs from 19-26 March. Keep up with the campaign and the Lullabies created by following No Ugly Australia’s Instagram channel @nouglyau.
ECD: Wesley Hawes
CEO: Jasmin Bedir
Senior Art Director: V. Wassim Kanaan
Senior copywriter: Damon Porter
PR Director: Nicole Craig
Media Strategist: Charlotte Berry
Social Media Manager: Taylah Nilsson
Senior Account Manager: Amber Lowings
Integrated Producer: Louis Moore
Editor/Colourist: Lucio Tagliani
Sound Designer/Engineer: Caleb Jacobs
Musician: Brontë Horder
No Ugly Boss: Ryan Bernal
The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]
9000 Western Australians experiencing homelessness are about to face cold winter nights. To call for donations to the 2021 Winter Appeal, Anglicare WA has released a chilling video with renowned actor Liam Graham, best known for his starring roles in Greenfield and The Heights, experiencing mild hypothermia after spending one hour in a commercial freezer. […]
Blackmagic Design has shared how its products were used to shoot the latest commercial campaign for Chris Hemsworth’s fitness training app, Centr. The new campaign, which promotes the progressive 10 week workout plan ‘Power’ replicates the same protocols used to prepare the actor for his latest appearance in the upcoming Marvel franchise film, Thor: Love […]
Airtasker has chosen leading independent digital growth consultancy, Webprofits as a strategic partner to help them expand to new markets. Following a successful IPO in early 2021, Airtasker set its sights on the next strategic objective — expansion and growth in the UK market. After careful review, they partnered with the growth marketing specialists at […]
Cresta Awards has announced that despite having a few more weeks before entries close, this year’s Cresta Awards has surpassed its entries for the whole 2019 Season. Cresta sees this as evidence, not just of evolution in its own awards but of a wider measure of industry confidence and resilience in many markets. The awards […]