All or Something
AIA Australia
All your life, you've been trained to see your health in black and white. First it was your sporting idols – elite athletes with their million dollar manifestos. Then came the internet with its calorie-counting-crash-dieting #fitspo. All selling you the lie that if you can’t give 100%, you might as well give up, right?
But your idols are wrong. Science has proven that when it comes to your health, being consistently good is better than being occasionally perfect. And that’s what we set out to show Australia in AIA’s 2022 brand campaign featuring their new ambassadors, Ash Barty and Stephanie Gilmore.
Because good health isn’t about ‘all or nothing’. There’s something in between.
‘All or Something’ was a new kind of catch cry, designed to replace Australia’s old school attitude to health with one that actually works. So, when you feel like you can’t ‘just do it’, just do a little something. Choose salad over chips with your parma. Swap every second beer for water. Save your second hour of TikTok for tomorrow night. No time for a walk? Go for… half a walk.
Coaching Australia through the
‘All or Something’ mindset
We launched the campaign with a hero TVC, showing Barty and Gilmore coaching an everyday Aussie in the small ‘somethings’.
Then, the two sporting legends turned their attention to the rest of Australia, coaching us all via an integrated OOH, Social & PR campaign using clever time-of-day and contextual targeting.