Goosebump has created a campaign for Johnston Mooney & O’Brien’s new Protein Bread, using humour to position the product as a simple alternative to complicated health trends.
Called ‘Live Better. One Slice at a Time.’, the campaign runs across video on demand, social, radio and out-of-home.
The film centres on an enthusiastic office worker recounting a weekend packed with wellness activities to a colleague who simply wants to enjoy her sandwich. Delivered as a tongue twister, the account reflects the barrage of health advice and trends people encounter online and in everyday conversations.
The creative contrasts increasingly elaborate wellness pursuits with a straightforward food swap, highlighting the bread’s protein and fibre content.
Goosebump partnered with production company Chaser and director Cian O’Connor on the campaign, with Raygun handling sound.
Credits
Client: Johnston, Mooney & O’Brien
Managing Director: Brendan Smartt
Marketing Manager: Claire Doyle
Agency: goosebump
Managing Director: Sarah Love
Head of Client Services: Sarah Clinton
Executive Creative Director: Robert Boyle
Deputy Creative Director: David O’Donovan
Copywriter: Alex Hayes
Head of Strategy: Bríona McArdle
Account Director: Grace O’Donohoe
Account Manager: Molly Power
Head of Social: Kyle Tegart
Production Company: Chaser
Director: Cian O’Connor
Executive Producer: Peter Kilmartin
Production Manager: Rob Earley
Production Assistant: Hannah Fitzpatrick
Director of Photography: Simon Crowe
First Assistant Director: Paddy Gleeson
First Assistant Camera: Laurent Murray
Second Assistant Camera: Jarlath McKernan
Sound: Stephen Power
Production Design: Noelle Slacke
Gaffer: Conor McGuinness
Gaffer Assistant: Adam Bridge-Clarke
Wardrobe: Sophie Conroy
Hair & Makeup: Sabina Keane
Sound Studio: Raygun
Sound Engineer: Colm O’Rourke
