Life-Space Probiotics launches campaign in first work with WPP’s Wunderman Thompson

Following a competitive pitch, WPP’s Wunderman Thompson has released its first work with Life-Space Probiotics. After getting the business following a competitive pitch process, Wunderman Thompson has launched Life-Space Probiotics’ first significant brand campaign.

The campaign looks at a person’s gut health in a delicate reef ecosystem.

Wunderman Thompson managing partner Georgia Bruton said: “Life-Space Probiotics’ pursuit to help the health of both people and the planet is something that equally inspires us. The opportunity to support an ambitious brand, with our passion, love, and expertise of the category has resulted in a wonderful purpose-led strategy and campaign.”

Life-Space Group CEO Eric Chen commented: “At Life-Space, understanding and positively impacting the health of both the human and nature’s microbiome is our life’s work. Combining this purpose with our wonderful team with the talent from Wunderman Thompson, launching our brand in a visually arresting form, and creating a platform to share the power of probiotics is exactly where we want to be. It ensures we can continue to deliver on our ambition and are already in planning for what comes next.”

As part of the campaign, LifeSpace has banded together with The Great Barrier Reef Foundation (GBRF), to fund a three-year $2.25 million probiotics research project. It will mean to help the health and survival rate of baby corals and help with reestablishing the damaged region of the Great Barrier Reef, as it experiences its 6th mass blanching event in history.

Wunderman Thompson chief creative officer João Braga said: “The change we need can’t be left with individual Australians; it’s not enough to impact to protect our ecosystem in time. But big business investing in the regeneration of our planet can make the impact we need. It’s why we’re so proud to work with an ambitious organization like Life-Space.”

Taking on duties as a strategic brand and digital partner for the organization, Wunderman Thompson has developed a campaign promoting the significant role that probiotics play in caring for the microbiome, the valuable ecosystem within each one of us, and nature.

Georgia Bruton, managing partner said that the partnership is a wonderful match: “Life-Space Probiotics’ pursuit to help the health of both people and the planet is something that equally inspires us. The opportunity to support an ambitious brand, with our passion, love, and expertise of the category has resulted in a wonderful purpose-led strategy and campaign.”

The campaign activity stretches out past the brand launch and rejuvenates another Life-Space strategic partnership, its collaboration with The Great Barrier Reef Foundation (GBRF), to support a world-leading probiotics research project. The three-year partnership between Life-Space and GBRF will give up to $2.25 million of funding to probiotics research. It will plan to support the health and survival rate of the baby child corals and help with reestablishing harmed region of the Great Barrier Reef, as it experiences its 6th mass bleaching event in history.

The initiative follows research discoveries by the Australian Institute of Marine Science which demonstrates probiotics can add to however much a 40% increased survival rate for certain corals under heat pressure.

Says João Braga, a chief creative officer at Wunderman Thompson: “The change we need can’t be left with individual Australians; it’s not enough to impact to protect our ecosystem in time. But big business investing in the regeneration of our planet can make the impact we need. It’s why we’re so proud to work with an ambitious organization like Life-Space.”

Adds Bruton: “Creating this entire campaign has been so rewarding on many levels. From helping consumers understand the power of probiotics, through the powerful analogy of our precious ecosystem being like the reef, to creating an original soundtrack with the Melbourne Symphony Orchestra, to also being able to launch the important research that will continue to play a vital role in ensuring Life-Space achieves its vision now and into the future, has made it even more special.”

Says Eric Chen, CEO of Life-Space Group: “At Life-Space, understanding and positively impacting the health of both the human and nature’s microbiome is our life’s work. Combining this purpose with our wonderful team with the talent from Wunderman Thompson, launching our brand in a visually arresting form, and creating a platform to share the power of probiotics is exactly where we want to be. It ensures we can continue to deliver on our ambition and are already in planning for what comes next.”

The campaign is on TV, outdoor, social, digital, and in-store.