Natural health brand Comvita launches ‘The Super Antioxidant Challenge’ via Reborn

Natural health brand Comvita via agency Reborn, is challenging Australian, New Zealand and American consumers to discover the health benefits of their fresh picked Olive Leaf Extract by taking the ‘Super Antioxidant Challenge’.

The campaign centres around the lives of three eccentric Sardinian characters that enjoy their beloved olive plant and it’s by-products every day, without any clue of what antioxidants or free radicals are.

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From Antonio a 92 year old avid mountain climber, Caterina a passionate salsa dancer who’s real passion in life is to create the perfect salsa dip made from olive leaves or Maria a 45 year old mother of eight, goat shepherdess and olive leaf drinker, they all share the love of one common ingredient, Olives.

Says Jarrad Collings, creative director, Reborn: “The Mediterranean diet is well known for a range of health benefits, partly due to the healthy antioxidants derived from the high intake of olive based products. The ads highlight the health benefits of Olive Leaf Extract through the lens of vibrant Sardinians and challenge consumers to live like a Sardinian, embodying some of the healthier characteristics of the world’s longest living people for a month.”

The three 30 second spots encourage consumers to join the Super Antioxidant Challenge to live a healthier life.

Says Cassie Matcham, campaign manager, Comvita: “The Super Antioxidant Challenge delivers personalised emails from our three Sardinian characters.  Each character communicates Sardinian holistic lifestyle tips that are inherent to a Sardinian lifestyle, like taking more time out for yourself as well as taking a daily shot of Comvita’s Olive Leaf Extract for a healthy, full and vibrant life.”

Agency: REBORN

Video Production: Radical Love