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Hatch Works with Bulk Powders to Create Aspirational Campaign Featuring Anthony Joshua

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Agency launches January campaign with sports nutrition brand and world heavyweight boxing champion

Hatch Works with Bulk Powders to Create Aspirational Campaign Featuring Anthony Joshua

Hatch’s new campaign kicks off 2019 by encouraging audiences to simply do their best when it comes to exercise and nutrition. 

After the celebrations and debauchery of the festive season, we all enter the new year with the motivation and drive to do better. Whether that’s by taking part in Veganuary, Dry January or what we like to call Just-Trying-To-Get-Through-January. The new year is a time for fresh starts and personal goals. 

And it is this motivation that inspired the creative behind Bulk Powders ‘The Best Me’ campaign. 

Working with active nutrition brand Bulk Powders, Hatch was the creative mind behind the campaign that encourages individuals to try their best this January when it comes to health and fitness.  

Your best means something different to everyone - it’s an individual goal, that you can only reach yourself. Whether you’re a seasoned athlete or a casual gym goer, the campaign demonstrates that wherever you may be on your fitness journey, Bulk Powders will aid and constant support you on your way. 

The campaign comes at a very exciting time for Hatch, as they enter what is set to be their biggest year yet.

Mark Gibson, managing director, Hatch London commented: "We are absolutely delighted to be able to announce Bulk Powders as our first new client win of 2019. Working with Anthony Joshua, Lucy Watson and the excellent team at Bulk Powders across #thebestme is the perfect start to the year for us as an agency. With the new year comes new goals. Follow us at"

The 30 second commercial features World Heavyweight Boxing Champion Anthony Joshua, giving an insight into his daily routine, motivation and what ‘best’ means to him. 

Shot in a stylised studio setting, the commercial is made up of quick, sharp shots of Joshua training. While the power of his personal strength and movements inspire people to get active themselves, the personal voiceover allows audiences to relate to Joshua and his goals. 

It was important to get across that while Bulk Powders is a brand that seasoned athletes like Joshua use, it can be used by anyone – no matter where they are in their fitness journey. 

The campaign stretches over both TV and social media, with Hatch creating a second, online only commercial featuring Bulk Powders Vegan Ambassador Lucy Watson. For Watson, fitness goes hand in hand with nutrition, and she uses Bulk Powders for both. 

Watson’s commercial varies from Joshua’s in that while his illustrates his best as a World Champion boxer, hers represents what best means to her. This was achieved by Hatch through the use of a bespoke track by Radium, and a set up that truly reflected her personality and supported her movements. 

Both commercials demonstrate the campaign tagline and show how everyone’s personal bests are different. For Lucy Watson, best is being ‘happy and healthy’ in her mind and body. For Anthony Joshua, he is always on a journey to his best, but his constant motivation and drive comes from those closest to him – his family. 

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Creative Agency

Creative Agency: Hatch London

Creative Director: Mark Harrison

Managing Director: Mark Gibson

Lead Creative: Bryony Watson

Head of Production: Rebecca Hunnybun


Brand: Bulk Powders

Chief Marketing Officer: Richard Clark

Genres: Music & Sound Design, People, Action

Categories: Gyms, Sports and Leisure

Hatch London, Fri, 11 Jan 2019 12:36:36 GMT