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'It's Time to Brain Better' Says This Reckitt Benckiser Campaign by McCann Health

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Washington Square Films' Benjamin Flaherty directs comedic films for Neuriva

'It's Time to Brain Better' Says This Reckitt Benckiser Campaign by McCann Health
The brain is an amazing and important part of the human body, and Americans are paying attention to brain health more than ever (fastest growing category within VMS). In fact, a recent poll indicates that Americans nearly unanimously agree that brain performance impacts some aspect of their lives, and more than half say it would have a positive impact on their emotional wellbeing, self-esteem and happiness.

Enter Neuriva. From the Greek word for ‘Brain’ and the Latin word for ‘Life', this new brain supplement combines the best of science and nature to help your brain be there when you need it most. With clinically proven natural ingredients, Neuriva fuels five indicators of brain performance —focus, accuracy, memory, learning and concentration.

“With brain health being top of mind for so many Americans, we are proud to offer a beyond-the-pill approach, including a breakthrough supplement with clinically proven ingredients and an app that helps assess, train and monitor brain performance,” said Gregory Chabidon, general manager of the vitamins, minerals and supplements business Unit at RB. “We’ve made it our mission to help Americans achieve more brain victories, more often and with Neuriva we offer an innovative solution to help with that.”



This bespoke holistic multi-media ecosystem (TV, Social, PR, Digital including an App), In Store was designed to make brain science more credible, help differentiate Neuriva from its competitors, all the while getting more Americans to brain better, a little more often.

Since the brand’s inception last year, RB has worked closely together with McCann Health New York, to bring this to life in all disciplines--from building the strategic foundations to a multiple touchpoint communication plan. This new way of working has yielded a partnership based on agility and innovative thinking that has paved the way for the rest of the portfolio to reinvent the creative process.





Leo Tarkovsky, president of McCann Health New York, said: “The team has worked incredibly hard over the past year with our RB partners to bring Neuriva to life. Neuriva brings a new dynamic to the brain health category and we’re thrilled to have played a role in helping to change the way Americans think about brain performance.”

Creatively, McCann Health was inspired by the human insight, 'When your brain is at its best you feel at your best'. Neuriva helps you celebrate the everyday 'small' brain victories and the emotional rush you get when your brain kicks in at the pivotal moment — and really nails it!



Whether it is recalling a long list of confusing names, or reciting a complicated speech, Neuriva is the catalyst for all of your best braining moments. The tone is fun, charming and celebratory as it seeks to highlight those times when your brain comes through in a pinch, complete with a confetti flourish. Neuriva won’t make you a genius, but it certainly might make you feel like one, a lot more often.                 

Within media, Neuriva is leveraging TV for mass awareness, but has employed an entirely new digitally centric approach. Niche targeting and identifying contextually relevant messaging is a critical tactic in the success of this campaign as we’re targeting specific consumers including (but not limited to) gamers, busy professionals and multi-tasking moms. With Neuriva, it’s our mission to help all Americans brain better.
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Client

Brand: Neuriva

Advertiser: RB (Reckitt Benckiser)

General Marketing Manager: Gregory Chabidon

Marketing Director: Brian Dolan

Senior Brand Manager: Diana Mihai

Associate Brand Manager: Hayden Spencer

Post Production / VFX

Post Production Company: The Mill

Producer: Ija Ochoa

Executive Producer: Andrew Sommerville

Production Company

Production Company: Washington Square Films, Overflow Productions (Gas Pump, Pull, Pickles)

Director: Benjamin Flaherty, Zack Seckler (Gas Pump, Pull, Pickles)

Executive Producer: Joshua Blum, Mishka Brown

DOP: Cole Graham, Ryan Dean (Gas Pump, Pull, Pickles)

Producer: George Johnson, Kim McEniry (Gas Pump, Pull, Pickles)

Managing Director: Jonathan Schwartz

Offline

Edit Company: PS 260

Editor: Adam Epstein

Producer: Donna Lee

Managing Partner: Zarina Mak

Creative Agency

Creative Agency: McCann Health New York

Chief Creative Officer: June Laffey

Executive Creative Director: Stephanie Berman

Creative Director: Oliver Trower

Senior Art Director: Kirill Shevyakov, Ryan Potter

Senior Copywriter: Benjamin Butler, Priscila Ramos

Chief Production Officer: Nathy Aviram

Senior Producer: Loly McIndoe

Business Affairs Manager: Madeline McCarty

President: Leo Tarkovsky

Group Account Directors: John Danbeck

Account Director: Heather Olson

Account Supervisor: Valeryn Vilchez, Shivone Guadalupe, Lauren Galasso Torres (Gas Pump, Pull, Pickles)

Account Executive: Elena Wallin

Group Strategy Director: Zulay Tomasiello

Strategy Director: Jeffrey Werbylo, Elissa Aguirre

Communications Director: Prateek Patnaik

Executive Producer: Dave Hermann (Gas Pump, Pull, Pickles)

Genres: Comedy

Categories: Pharmacy, Medicine and remedies

McCann Health, Tue, 30 Apr 2019 09:58:19 GMT