Original Source has launched its new ‘Refreshingly Original’ brand positioning with an out-of-home campaign created by Melbourne independent agency SICKDOGWOLFMAN.
The campaign introduces a new tone of voice for the bodywash brand, with initial activity focused on its Mint and Vanilla & Raspberry variants.
The multi-format out-of-home campaign aims to establish the ‘Refreshingly Original’ platform by leaning into the brand’s use of natural ingredients and distinctive scents.
Jess Wheeler, creative director at SICKDOGWOLFMAN, said the work was designed to cut through familiar category conventions.
“The skin and body care category is awash with cliches. Original Source is a great, simple, product that uses natural ingredients in all of its scents so there’s no need for compensating with CGI rainforests or weird product names like ‘Alluring Apricot Epiphany’.
“Just a great refreshing bodywash that makes you smell good. How refreshingly original.”
The ‘Refreshingly Original’ campaign
Kate Hewitt, brand manager at Original Source, said: “Original Source delivers a refreshingly original experience – an invigorating hit of scent and sensation that makes you feel alive.
“We are thrilled to be working with SICKDOGWOLFMAN to bring that to life with a refreshingly original tone of voice.”
SICKDOGWOLFMAN was awarded the Original Source account following a competitive pitch.
Credits
Client: PZ Cussons
Marketing Director: Shaun Peverill
Head of Brands: Sian Sullivan
Brand Manager, Beauty & Personal Care: Kate Hewitt
Agency: SICKDOGWOLFMAN
Creative Director: Jess Wheeler
Creative Director: James Orr
Design Director: Jake Turnbull
Art Director: Leonie Duff
Senior Graphic Designer: Dan D’Angelo
Business Director: Jarrick Lay
Account Director: Victoria Concha
Senior Account Manager: Harshini Sivaraj
Agency Producer: Ally Curtis
Photography: TOMBOY
Photographer: Ryan Creevey
Producer: Sam Lee
Photography Assistant: Jake Lowe
Photography Assistant: Merlyn Reuter
Props & Liquid Stylist: Vicki Valsamis
Styling Assistant: Jasmin Lefers
Retouching: Cream