WISH YOU WELL

Brief

Drive consideration to non buyers and emphasise that Ricola is a traditional herbal drop produced in Switzerland from locally grown herbs.

Idea

Myself and the team created a content plan throughout the year looking at areas such as the into to the brand, the herbs, moments of consumption, wellbeing and actuality. This content acted as the intro to the brand and its expertise with herbs within the sweets and Switzerland. This was the launch of the herb whisperers, the name of this part of the campaign as we wanted to emphasise Ricola’s expertise in herb cultivation.

How we did it

Through digital formats our Herb Whisperers story encapsulates the love and care that Ricola and its farmers put into each and every soothing drop. We created two social hero films, cinemagraphs and crafted a number of social posts. This all fell under Ricola’s new global campaign “Wish you well” , our job was to introduce the product and its brand values while stating why and when you should be having the product.

Social Films

We were asked to create pieces of work which stood as social films these films needed to intro the brand and anchor Ricola’s expertise and care with its herbs. We shot at one of Ricola’s biggest herb farms in Switzerland, the valley held scenic herb fields and everything else the Italian end of the Swiss alps had to offer.

The line I used to help describe the look and feel I wanted was to make these films feel as smooth and as calming as the drops we were advertising.

Hours of nurture

Hours of Nurture focuses on all the time and effort that Ricola and its farmers put into each drop.

Hand in hand

The hand in Hand film focuses on all the care and tactile touches that go into each Ricola drop.

Cinemagraphs

Throughout the shoot I saw opportunities to capture cinemagraphs. The scenery and wildlife nuggets gave us a number of shots which we ended up using instead of still photography, see below:

Photography

I kept with the comforting and calming nature of the films and translated that into the photography which was used for the wider social posts.

How it worked on social

With the use of some snappy copy these pieces of scenic beauty come to life through carousels and singular posts. The copy had to be short and sweet as we didn’t want to shy away from the lovely visuals.

The wider campaign

I was part of the creative team that pitched for Ricola and help craft their year of global content after we won it. Myself and the team came up with a year long strategy that looked at:

• Introduction to the brand: With social films introducing the brands tone and main messaging: Love, care & wishing you well with each drop. Acting as the piercing layer on social, gathering social presence and develop.

• Carefully cultivated Swiss mountain herbs: Our wider social posts anchored the message of Ricola’s care for it’s craft. acting as the second layer of the strategy where we emphasise “The good we put into our herbs, the good we provide you”

• Wellbeing: Making super herbs the new superfoods. Creating supporting content with major influencers, creating a Ricola experience & change the way we think and use of herbs.

• Actuality: A creative plan where we can create content on trending issues, cultural moments and topical moments. The content will sit under the visual branding of the wider “wish you well” campaign. It also needed to use the “wish you well” construct as the backbone and tail of the copy.

I have created multiple brand playbooks and social playbooks for Ricola’s upcoming social calendars and for what you see above.