2024 Winner
BronzePhotography
Health Hut
"Time. Honoured."
LG2
"Time. Honoured."
LG2
Health Hut and LG2 launched the “Time. Honoured.” campaign to promote the concept of natural aging, flying in the face of commonly held and unrealistic norms of eternal youth. The photography-forward campaign highlighted Health Hut’s dedication to plant-based ingredients by showing flowers in different stages of decay.
Emphasizing the acceptance of aging as a natural process, the campaign positioned the brand as a standout in a category saturated with clichés of youthful imagery. The work encouraged individuals to embrace the beauty of aging by appreciating life’s experiences. It ran across a variety of channels, including wild posters,
newsprint and greeting cards.
Emphasizing the acceptance of aging as a natural process, the campaign positioned the brand as a standout in a category saturated with clichés of youthful imagery. The work encouraged individuals to embrace the beauty of aging by appreciating life’s experiences. It ran across a variety of channels, including wild posters,
newsprint and greeting cards.
Credits
Chief Creative Officers: Josh Stein, Marc Fortin, Luc Du SaultExecutive Creative Director: Ryan Crouchman
Designer: Jessica Brasil
Copywriter: Daniel Kanhai
Photographer: Saty + Pratha
Account Director: Antoine Levasseur