The briefing:
EG wanted to grow their market share of their magnesium supplements.
The insight:
Magnesium is a supplement used to battle exhaustion. So, what if we designed a character that’s the manifestion of being exhausted? Showing that literally everything in life is harder when you don’t have a way to get rid of you feeling tired.
Even though the competition had way more media budget, the campaign worked so well we become the most sold magnesium supplement in the country.
SWIPE BETWEEN THE DIFFERENT ASSETS