New Centrum kids chewables campaign via Hero

Centrum has begun a new campaign for its range of kids chewable multivitamins via indie agency Hero.

The announcement:

Lennon & McCartney. Jagger & Richards. A giant Pineapple & a very large Orange.

The list of the greatest song writing partnerships of all time has grown overnight with the release of a fly-on-the-wall film documenting the recording of a new album by relatively little-known band, The Chewables.

The rock group, whose members share a lot in common with a new range of kid’s chewable vitamins and supplements from Centrum Kids, are in the studio putting the finishing touches on their new album – with the first single rumoured to be called Let it B12.

The documentary-style campaign film shines a light on each flavoured rocker whilst highlighting their nutritional supplement benefits.

Chewables drummer, Strawberry, says: “Centrum Kids Brain Fuel contains choline and iodine to support cognitive development and function, respectively. That’s great news for drummers who are sick of drummer jokes.”

Haleon (Centrum) ANZ area marketing director, Cate Sefton, said: “Our new range of chewables are all about helping to keep kids rocking, so we needed a chart-topping way to bring this to life, in a way that was fun and relatable to parents.”

The Chewables are touring nationally, appearing on buses, online and in supermarkets and pharmacies nationally.

CAMPAIGN CREDITS

CLIENT.
Haleon / Centrum
ANZ marketing director: Cate Sefton
Marketing manager: Annalee Combis
Brand manager: Marina Lopez
Assistant brand manager: Eve Ellison

AGENCY
McCann/HERO
Managing director: Rosh Hegerman
Chief creative officer: Ben Coulson
Creative director (art): Christian Duffy
Creative director (copy): Phil Shearer
Producer: Caroline Renshaw, Douglas Pope
Group account director: Lindsay Davies
Strategy director: Daniel Jacobs

PRODUCTION COMPANY
Austin Studios
Executive producer: Celia Nicholas
Producer: Rosie Parker
Director: Jesse James McElroy

SOUND
Sonar Music
Head of sound: Timothy Bridge
Music producer &engineer: Joshua Pearson

POST PRODUCTION
The Goodman Brothers
Owner/animator: Joel Goodman
Owner/animator: Elliot Goodman

Source: Hero