#CampaignRadar: Futurelife launches TVC from new ad agency
Old Friends Young Talent (OFYT), which was recently appointed to the Futurelife account, last week launched its first campaign for the functional food brand, supported by a TVC, PR, in-store and social media. Futurelife was previously held by Promise.
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Karyn Hamilton, Futurelife brand manager, says that she is excited to welcome OFYT to the team. “The agency’s strong strategic thinking was what spoke to us and our brand — and we needed a team who would help us in realising our vision of bringing health and happiness to as many people as possible.”
“We are excited to be working on a progressive brand like Futurelife Smart food and getting the opportunity to position the brand as an innovator in the cereal category,” says Jonty Fisher, OFYT CEO. “We continue to build a great partnership with the Futurelife brand team, and we’re looking forward to rolling out the rest of the campaign elements across digital platforms and sponsorship assets.”
The Futurelife Smart food “Change” campaign aims to reframe Futurelife’s position in the cereal category and bring the product to a new segment of consumers. The advert looks at how everything in life has changed, with a fresh and relatable family perspective, reinforcing the idea that making healthier and more progressive food choices should be a no-brainer, especially in a world that is getting exponentially smarter and better.
Ad agency: Old Friends Young Talent
CEO and strategist: Jonty Fisher
National creative director: Chris Gotz
Creative director: Tania Barker
Writer: Dana Aires
Art director: Monique Kaplan
Production house: FirstPencil
Director: Justine Puren-Calverley
Production house producer: Brenda Wilson
Client service: Richard Brodrick
Agency producer: Ali Coetzee
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