KION
Longevity
Spa Dream
Athletic Performance
Kion wanted a video campaign that delved into the uncanny and embraced the unexpected. The aim was to be distinct through the vehicle of untethered creative Freedom. With each idea, they only responded with “More wierd, push it further…”
We sifted through heaps of research and hugged a steep learning curve to understand the complicated science of how amino acids work, then we had to translate the science into a creative language that paired with the ethos of a forward thinking startup. Dozens of ideas and iterations resulted in multiple, upward rising, full circles to arrive at this top of funnel video campaign aimed at three target markets: athletes, older men susceptible to sarcopenia (the loss of muscle mass), and middle aged women (most of whom are overexerted mothers). With these three audiences in mind, we created what could be understood as a surreal memory dream, or a vision into the future, in which the canister was a transportive gateway.
Along the way, we learned that essential amino acids make up 50% of our body’s solid mass. They are the building blocks of protein, the foundation of our being, . Aminos stimulate muscle protein synthesis and support energy production. Looking, feeling, and being fit has never been more accessible. We have been made believers.