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.