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We worked with Optimum Nutrition to develop a series of individual athlete stories, under the banner ‘There’s More in All of Us’ to show that with the right training, nutrition and commitment, anything is possible - and any hardships can be overcome to reach your potential.
Athletes include England and Harlequins Rugby Fly Half Marcus Smith, Paralympic swimmer, Alice Tai, Muay Thai Fighter, Nesrine Dally and Chelsea and England Footballer, Lauren James.
The campaign also features a multi-athlete spot made up of Paralympic swimmer, Alice Tai, Muay Thai Fighter, Nesrine Dally, England and Roma footballer, Tammy Abraham, Chelsea and England Footballer, Lauren James, Bodybuilder, Will Chicomb, Olympic weightlifter, Emily Campbell and England Rugby star Marcus Smith.
“True representation of the range of people who use Optimum Nutrition was so vital for the shoot” explains Megan Price, Co-Founder of Be The Fox who created over 50 pieces of content for the campaign. “The atmosphere on-set was electric as everyone involved felt like their story was being shared with passion and empathy. We can’t wait to see the response to the films.”
The ‘There’s More In All Of Us’ ads will also feature on digital, radio and in print. In-store ads, Point of Service and vending machines will bring the campaign front-of-mind with consumers at point of purchase.