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Original Source
Nature Hits Different
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- Strategy
- Advertising
- Social
- Content
- Digital
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The Context
Original Source, once a strong contender in the shower gel market, was facing a decline in brand awareness post-pandemic. While those who knew the brand still held it in high regard, fewer consumers were engaging with it. To reignite growth, we needed to restore its rebellious edge and rekindle its relevance with disengaged shower gel buyers.
The Opportunity
Consumer data revealed a nation in an energy slump – only 14% reported feeling energised weekly, and half of our target audience admitted to constant fatigue. This widespread exhaustion presented an opportunity for Original Source to position itself as the ultimate morning wake-up call. Unlike competitors that leaned on calming scents, Original Source leveraged its vibrant colours and potent natural fragrances to stand out. By emphasising nature’s intense and invigorating side, we rebranded Original Source as a powerful boost of natural energy — an electrifying start to the day that ‘just hits different.’
PLAY HERO FILM
Our hero film follows our protagonist as he gets a hit of energy so strong, he is transported to Original Sourcetopia where he experiences the energising impact of Original Source's shower gel range.
To bring these dynamic and high-impact visuals to life, Fold7 and Original Source leveraged cutting-edge AI image generation alongside traditional production techniques, creating an unforgettable and innovative brand experience.
In OOH, we see Original Source users pressed against their shower glass, exhilarated, surrounded by the brand’s bold, punchy fragrance cues.
Our brand world also lives on social - with bold visuals packing a punch in new and exciting ways.
This campaign brings to life the Original Source brand benefit of ‘Energy from Nature’ in a culturally relevant, creative and distinctive way. As a disruptive shower brand, it’s important that we show up differently and challenge the normal cues of the category, and we're confident that this campaign by Fold7 does exactly that.
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