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Households Let the Wellness in for Well.ca's Blossoming Ad

Creative 79 Add to collection

Hard Work Club and Circle Production's ad for wellness e-commerce retailer Well.ca shows the transformative effect its products can have

Households Let the Wellness in for Well.ca's Blossoming Ad

Everything’s coming up tulips (and other greenery) in an evocative new advertising campaign for health and wellness e-commerce retailer Well.ca created by Toronto agency Hard Work Club.

‘Let Wellness In’ represents the company’s first brand-focused marketing as it looks to strengthen its position in the fast-growing health and wellness category.

The 30-second spot opens on an expectant mother bringing home an order from Well.ca before showing life — both human and natural — flourishing within its walls. As the dialogue-free spot continues, we see life unfolding and thriving amid a riot of colourful flowers and greenery covering the walls and floors.

Hard Work Club partner and creative director, Meghan Kraemer says the creative approach is meant to show how wellness can bring a sense of magic to everyday moments and connect us to our surroundings.

"Using CGI, we created a visual metaphor for personal growth, joy and wellness,” says Megan. “Showing that small acts, over time, can make a big impact. We hope the spot resonates with Canadians on a deeply emotional level, encouraging them to visit Well.ca to discover their own ways to let wellness in.” 

Hard Work Club and Circle Productions took a unique approach to the production, with director Shaunoh shooting over four days in his own home, using members of his family as the cast. The goal was to authentically depict the bond between a mother and child, capturing the full spectrum of daily life—from tears and tantrums, to quiet moments at bedtime.

“We wanted all Canadians—even the way-too-busy ones—to feel like they’re able to let a little wellness into their lives, imagined through our new campaign,” says Stephanie Barrington, VP of marketing at Well.ca. “We’re beyond pleased with how the team at Hard Work Club has made people relate to and be moved by our brand offering, especially considering the unique production path we took to get here.”

The campaign debuted during the recent Academy Awards telecast and will be running through the end of April across TV and online video.

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Client

Client: Well.ca

CMO, McKesson Canada: Erin Young

VP Marketing, Well.ca: Stephanie Barrington

Director of Acquisition, Well.ca: Ken Fobert

General Manager, Well.ca: Nicole Flynn

Senior Marketing Manager, Well.ca: Kathy Ribeiro

Agency

Agency: Hard Work Club

Partner/Creative Director, Design: Christian Buer

Partner/Creative Director, Writer: Meghan Kraemer

Creative Director, Art Director: Barbato Martiniello

Creative Director, Writer: Gabrielle Makarewicz

Agency Producer: Lindsay Hann

Designer: Dameon Neath

Partner/Growth + Operations: Cameron Stark

Production

Production House: Circle Productions

Director and Director of Photography: Shaunoh

Executive Producer: Karen Tameanko

Producer: John Scarth

Edit

Editorial: Outsider Editorial

Editor: Michael Barker

Assistant Editor: Nathan Olszewicki

Executive Producer: Kristina Anzlinger

Producer: Kayan Choi

Post Production

Post Production: Studio Feather

Colour: Ana Escorse

Colour Assist: Janella Cabus

VFX/Creative Director: Julian van Mil

CG: Julian van Mil, Luke Bellissimo, Karol Kisiel

Compositing: Julian van Mil, Luke Bellissimo, Matthew Dochstader

VFX Assist: Dequiera Atherton

Executive Producer: Sara Windrim

Audio

Audio House: OSO

Creative Director: Daenen Bramberger

Sound Design: Dylan Groff and Omid Geadizadeh

Executive Producer: Hannah Graham

Media

Media Agency: Media Experts

Genres: People

Categories: Retail and Restaurants , Online retailers

Circle Productions, Mon, 04 Apr 2022 15:04:52 GMT