AUCKLAND, Today: New Zealand’s wellness brand, No Ugly, is taking an artistic turn with its latest campaign. They’re highlighting that true beauty begins inside, using their No Ugly Gut tonic to showcase the science of gut health.
The campaign, crafted by Droga5 Aotearoa, part of Accenture Song, creatively highlights ‘The Bacteria That Grew a Campaign.’ It uses actual bacteria to artistically underscore the benefits of good gut bacteria.
A ‘making of’ film accompanies the campaign, detailing how bacteria were cultivated specifically for the artwork, spanning OOH, press, and social platforms.
Droga5 Aotearoa utilised agar plates as canvases to grow bacteria from the tonic, Bacillus coagulans. This approach visually represents the beauty and patterns of bacterial growth.
The design was in collaboration with top microbiologist Dr. Siouxsie Wiles. It illustrates a flourishing microbiome’s beauty, emphasising the natural allure of a healthy gut.
Dr. Siouxsie Wiles commented, “One of the things I like about doing these kinds of art projects is that when people hear the word bacteria, they often think of pandemics and disease. However, there are lots and lots of species of bacteria, and many of them are really good — many we couldn’t live without.
“One of the things I like about doing these kinds of art projects is that when people hear the word bacteria, they often think of pandemics and disease.” – Dr. Siouxsie Wiles
“I love that we can take something invisible and make it visible, to show just how beautiful bacteria can be.”
No Ugly’s co-founder Aaron Taylor shared, “Our Gut tonic helps balance your microbiome, clearing out the bad bacteria so the good bacteria can thrive.
The purpose of our new work is to dial up our science credentials, whilst also demonstrating how beautiful ‘good’ bacteria in your gut can be. It’s all part of our mission to rid the wellness world from ugly.”
Droga5 Aotearoa’s chief creative officer, Damon Stapleton, adds, “No Ugly has always been about real health as opposed to some of the more extreme practices and values of the wellness industry. One of them being the obsession with external beauty.
“This campaign counters that thinking by showing that inner beauty is far more important by turning inner gut health into a literal work of art.”
CREDITS
Client: No Ugly
Director / Co-Founder: Aaron Taylor
General Manager: Sara Eichmann
Creative Agency: Droga5 Aotearoa, part of Accenture Song
Chief Executive Officer: Storm Day
Chief Creative Officer: Damon Stapleton
Associate Creative Director: Liz Richards
Associate Creative Director: Nick Dellabarca
Art Director: Zac Nairn
Copywriter: Casey Clarke
Creative Services Manager: Emma Smyth
General Manager / Head of Integrated Production: Rosie Grayson
Producer: Callum Crabb
Design Lead: Lucinda Fortescue-Hansen
Designer: Vivian Heng
Finished Artist: Lisa Stowers
Group Business Director: James Allan
Business Manager: Lily Tootill
Photographer: Victoria Baldwin
DoP: Fergus Cahill
Assistant: Anton Mauer
Retouching: Sixty Four Ltd – Scott Nadin
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