Self-care routines are getting out of control thanks to “Big Self-Care.”
That’s why Olly is hacking the self-care system with a single vitamin. To help convince people there’s an easier and cheaper way to take care of themselves, we will disrupt their feeds and traditional beauty/wellness advertisements promoting self-care.
SOCIAL: TIKTOK
An anonymous TikTok Account that provides commentary by interacting with other user’s content, calling it out or giving its stamp of approval on self-care routines.
The account will comment, educate, and make jokes on other user’s content.
SOCIAL: WEBSITE
A micro-blog created to dispel ridiculous self-care trends and ground Olly as the solution to hacking “Big Self-Care.”
Why over-complicate things when you don’t have to?
PAID VIDEO ADS:
YOUTUBE & INSTAGRAM REELS
To follow the disruptive theme, our paid ads will appear to be placed over influencers’ GRWM videos.
IN THE WILD:
ART INSTALLATION
To show how much money people spend on their self-care junk, we’ll collect it and turn it into something that actually beautifies the world — art pieces. We’ll host a gallery night, The True Cost of “Care”, featuring the art and the Olly equivalent.
How it works: We’ll install multiple drop boxes across 5 major US cities for people to get rid of self-care products they’ll never use again. In return they’ll get a sample of Olly vitamins.
Then, we’ll collect these recycled goods and commission artists to create sculptures for a pop-up gallery event in those 5 cities.
The sculpture title cards will list the $$ it would cost to buy the products in the given sculpture.
CREATIVE TEAM
CD: JP LeRoux
CW & AD: Asia Bumanglag-Bagay & Allyson Konz
Created at The Workshop