Ferro-grad has launched a new brand platform, Energy Ferro-After, in partnership with Bureau of Everything (BoE), positioning the supplement as a faster-acting option for iron deficiency.
The campaign challenges traditional narratives by casting women as the central figures, focusing on them taking control of their health.
Iron deficiency affects almost one in three Australian women, with research showing concerns around side effects often complicate diagnosis and treatment.
Laurent De Meyer, General Manager of Wellness, noted that the campaign marks a shift in how the category is approached: “Iron supplement advertising has traditionally been functional and uninspiring.
“With our new campaign, Ferro-grad reimagines the category through the lens of the Sleeping Beauty fairytale, transforming it into a powerful metaphor for the fatigue of iron deficiency. It’s a celebration of women rising, re-energised and ready to take on the world.”
The creative, developed with production company Cirkus and ex-Disney animators, uses hand-drawn animation to reimagine a fairytale ending. The approach departs from typical supplement advertising, avoiding the usual glossy lifestyle visuals.
Cam Blackley added: “We took great care in finding the right production partner to craft the idea of rewritten fairytales authentically.
“This is the kind of work that proves that you can create cut-through in any category (even one that discusses constipation) if you have an entertaining, well- executed idea.”
The campaign will run across TV, online video, YouTube and pharmacy channels.
Credits
Creative Office: Bureau of Everything
CCO: Cam Blackley
CD: Jardin Anderson
CSO: Emily Taylor
GSD: Vanessa Graham
GBD: Esther Knox
EP: Cathy Rechichi
Producer: Zorrica Blackley
Production: Cirkus
Animation Direction: Christian Greet
Storyboarding: Amber Edwards
Illustration: Amber Edwards, Christian Misola Fenis, Bo Klijn, Dilmi
Amarasinghe
Animation: Jared Beckstrand, Amber Edwards, Christian Misola Fenis, Kai
Phillip, Sophia Aizon and Ty Jepsen
Producer: Marko Klijn
Client: VidaCorp
General Manager, Laurent De Meyer
Wellness
Marketing Manager Olivia Grey