One-size-fits-you.
CARE/OF
Problem: Generic multivitamins, despite their convenience, often miss the mark. They're designed for everyone, yet that’s precisely their limitation. They offer individuals little to no benefits because, well, they don’t care about your health.
Solution: Care/Of!
Care/Of is a personalized vitamin and supplement subscription service that customizes your daily health regimen based on your specific needs.
STUNTS
Gummy Vitamin Graffiti — vitamin bears will be depicted as culprits, spray-painting street walls with messages that highlight their blatant disregard for your health.
SOCIAL
Wicked Vitamin Bear — picture this: you're walking along a busy street or a mall when you see a cute bear. At first, it seems still and innocent. But as you get closer, it starts moving and following you. This parallels the core idea that Care/Of seeks to highlight in this campaign: multivitamins are out for your health.
BUT, IT’S NOT ALL ABOUT THE GUMMIES…
AD: Dahlia Nin
CW: Mateo Perez
Wellness Journey — each month, as you receive your vitamin subscription, you'll discover hidden cards within your package. These cards will inform you about the expected benefits of your vitamin intake.
Health Fortune — Care/Of will install vending machines in places like bars and shopping centers, encouraging users to share their habits and routines for personalized advice based on identified deficiencies. They'll then be directed to the Care/Of website to fill the gaps with suggested vitamins.
