The Campaign

Positive words and phrases containing the letter 'D' were depicted in glowing neon. On all occasions, the 'D' within the word or phrase was turned off, turning the word or phrase into a negative, the desirable into the unappealing. 'D-ficient?' was then presented as a call-to-action. Then Ostelin as the solution to D-ficiency.

Creative Execution

The campaign was driven by a newly created neon font carefully crafted to include a series of switches, electrical wiring plugs and wires with formed a set of user friendly dingbats. The letter 'D' within the alphabet was created in both glowing neon and a switched off, dull version. This font was designed to be impactful when seen within static media and even more so,when animated within film and digital media, emphasising the D-ficient 'D' within all executions.

The campaign was launched in print media in May and in digital media in June, 2017. At the time of this awards submission results were yet to be available.

Despite Australia being one of the sunniest countries in the world, 1 in 4 of us are vitamin D deficient. Vitamin D deficiency can be distressing, debilitating and disruptive. Introducing the D-ficient Campaign by Ostelin, Australia’s #1 vitamin D brand. It targeted healthcare professionals confronted by D-ficient Darcy’s and Danny’s. The campaign was driven by a newly created font, complete with dingbats. Print media was utilized as was digital, the campaign launching via a home-page take-over of Australia’s most visited Healthcare professional website. Targeted D-ficient texts to Doctors were also dispatched.

Vitamin D deficiency can have a serious negative impact of peoples' physical, emotional and social well-being. Our creative execution brought this to life using a visual metaphor to demonstrate how a lack of 'D' can change a positive situation into something negative. Ostelin was then presented as the solution, a vitamin D supplement capable of turning the lights back on for Australian's suffering with vitamin D deficiency.