we grow plants
so you can grow kids
copywriting. global brand manifesto.
the #1 selling global vitamin brand, Nutrilite, approached us and asked us to come up with a message that resonated with an audience they had 0 awareness with—US moms.
but the ask didn’t stop there, the message needed to work as the global unifying line for the brand. sure, every mom is different. but we found something that linked moms across all cultures—a deep longing for their kids to successfully hit those iconic growth milestones.
we grow plants so you can grow kids
growing up right before your eyes
throughout our spot, time jumps show kids achieving milestones with our product.
moms speak a universal language
our manifesto needed to be flexible, built to work across cultures and languages. i oversaw this project’s global creative strategy and transcreation process, working with local stakeholders to make sure their needs were met in the creative from concept to final localization.
you can’t win moms overnight
but you can grow kids up in 60 seconds…with help from a few time jumps.
creative
direction
mike mcconnell
art
direction
kristina spaid
copy
writing
alexis lynn ellis