Studio Wurst for Chiefs: Failure is part of the game
Studio Wurst has developed a campaign for the functional food brand that deliberately avoids focusing on beauty obsession and perfection. Instead, it’s about falling down sometimes—and still being in shape.
The world of functional food and protein products often shows itself in communication with muscle-bound men and influencers in the gym during or after a workout. Since entering the market in 2014, the supplier Chiefs has taken a different approach and also wants to show the reality in their new campaign (agency: Studio Wurst). In addition to a few supplementary proteins, sports and an active lifestyle in general also include failure and falling down.
With the right protein drinks and snacks and a positive attitude, you just get back up and keep going. Based on this insight, various fail subjects were developed for video and bumper ads, banners, print ads, as well as an activation at the POS by means of On-
Pack promotions developed. The aim of the campaign is to increase the brand awareness of Chiefs in Switzerland.
The campaign was planned according to the 360-degree approach; the target group is to come into contact with the brand chiefs via various digital touchpoints. In addition to the focus on social media, the campaign is therefore also being played out using programmatic display and video formats and DOOH activities.
Responsible at Chiefs: Julia Blascyk. Responsible at Studio Wurst: Nino Zuberbühler, Pedro Moosmann. Responsible for Averdi: Fabian Riesen, Stephanie Kübler, Thomas Mazenauer. Responsible for Gamned: Benjamin Rieder, Granit Sermaxhaj.
