Innocean Australia has created the first Australian campaign for No Ugly health and wellness tonics. The No Ugly ‘Lullabies’ campaign for the sleep aid brand turns consumer submitted stress and anxieties in soothing lullabies.
The fully integrated campaign launches today to mark World Sleep Day across social, out-of-home, and radio. People can submit whatever’s keeping them awake at night @nouglyau on Instagram for a chance to have their worry turned into a lullaby sung by Australian musician and composer, Brontë Horder.
The very funny campaign features such hit lines as “Can I spend my life with a guy who’s bad in bed?” or “Those fucking backpackers next door are fucking partying again.”
“We’re stoked to be partnering with No Ugly Australia’s founder, Ryan Bernal, to launch the No Ugly brand here,” said Wesley Hawes, Executive Creative Director at Innocean Australia.
“What’s more, you never would have expected the Lullabies campaign to come out the doors of Innocean Australia. It’s social-first, digitally-led, and reactive. Even though the response turnaround is insane, it’s going to be so much fun to create mini-musicals based on the real anxieties of Aussies.”
“The reality is that in the search for wellness, quality sleep is arguably the holy grail,” said Ryan Bernal, Founder of No Ugly Australia.
“No Ugly Sleep is full of magnesium, your body’s natural ‘sleep hormone’, and tart cherry, which contains melatonin, and a range of other ingredients that help you sleep like a baby. My own sleep has increased by just over 50 minutes and my deep sleep by 20 on average. That’s what you call a functional beverage.
“The Innocean team has been more than just our creative agency, they’ve been incredible in getting this startup off the ground with a campaign that lets all Aussies know that sweet dreams now come in a bottle. Best of all, it’s low sugar, all-natural and sparkling.”
“This campaign showcases that Innocean is no one-trick pony with a clever, digitally-led campaign that we expect to work gangbusters for No Ugly’s Australian launch and help to connect the brand with Australia’s health-conscious consumers,” said Jasmin Bedir, CEO of Innocean Australia. “The functional beverage category is experiencing significant growth and No Ugly is perfectly positioned for success in this market.”
The Lullabies campaign runs from 19-26 March. Keep up with the campaign and the Lullabies created by following No Ugly Australia’s Instagram channel.
ECD: Wesley Hawes
CEO: Jasmin Bedir
Senior Art Director: V. Wassim Kanaan
Senior copywriter: Damon Porter
PR Director: Nicole Craig
Media Strategist: Charlotte Berry
Social Media Manager: Taylah Nilsson
Senior Account Manager: Amber Lowings
Integrated Producer: Louis Moore
Editor/Colourist: Lucio Tagliani
Sound Designer/Engineer: Caleb Jacobs
Musician: Brontë Horder
No Ugly Boss: Ryan Bernal