Hello launches bold new chapter of VIVA’s ‘UnbeVIVAble’ platform

Hello has reimagined VIVA’s long-running UnbeVIVAble campaign with a fresh, fun creative direction that evokes “the tall tales told by kids to explain away the messes they’ve created”.

The announcement:

Integrated agency Hello has reinvigorated VIVA’s long-running UnbeVIVAble platform, marking a bold creative evolution for the household brand, and a powerful demonstration of Hello’s expertise in taking a connected idea across traditional and digital environments.

Inspired by the tall tales told by kids to explain away the messes they’ve created, the new UnbeVIVAble campaign is full of spectacular spills and imaginative characters – all to highlight the product truth, VIVA can handle it.

“6 year old me would be sweating bricks right now, knowing that my parents will now be questioning every ridiculous ‘cat did it’ story I’d ever spun. Which is why this campaign was so much fun to make. It’s absurd, but true, and a great product demo,” said Daniel Fryer, Executive Creative Director at Hello.

“This campaign is a huge step-change for VIVA, and one we’re really proud of,” said Sam Kelly, managing director at Hello. “We set out to reimagine the UnbeVIVAble platform with a sense of fun, chaos and storytelling that feels fresh and unmistakably different from anything they’ve done before. We love how this started with a simple social poll to unearth the excuses kids were telling, which, in turn, inspired our film, OOH and shopper creative.”

Quote from Margaret Cheung, Kimberly-Clark, head of marketing – family care & professional ANZ:
“This is one of the most distinctive things we’ve done for a while. It captures real family life in a way that feels fresh, emotional and genuinely insightful. This experience has really proved how powerful the UnbeVIVAble platform can be when brought to life through a fresh creative lens. It’s been brilliant to bring this to life with Hello.”

The new platform has rolled out across BVOD, digital, and social, and will be seen outdoors and in retailers over the next month, with Hello leading creative development across the board.

CREDITS

Client – Kimberly-Clark

Head of Marketing, Family Care & Processional ANZ – Margaret Cheung

Portfolio Marketing Manager – Joyce Li

Brand Manager – Brooke Salzmann

 

Integrated Agency – Hello

Managing Partner – Sam Kelly

Executive Creative Director – Dan Fryer

Creative Director – David Varney

Director of Client Experience – Maddie Marovino

Director of Media & Marketing Science – Daniel Hill

Senior Account Director – Mary Chbib

Lead Designer – Kevin Barker

 

Media – OMD

 

Film Production – HOOVES

EP – John Pace

Director – Kale McRedmond

Producer – Bella Millikin

Offline – Kale McRedmond

Grade & Online – Crayon

Sound Design – Rumble

VO artist – Elliot Loney

DOP – Jesse Lane

Gaffer – Dan Carr

Production Designer – Imo Walsh

Casting – Northside Casting

Dad – Robin Goldsworthy

Child – Ezekiel McIntosh

Marching Band – D2 Drumline

Boogie Monster – Troy Berman

Source: Hello