Solution

With a variety of different product stories to communicate, we had to find an overarching brand message which these individual stories would support. This message had to have rational foundations but be emotionally motivating for mums. Inspired by Robinson’s brand essence (“helping one generation care for the next”) we explored what constituted “caring for the next generation” for our mums. We concluded that “caring” meant  helping their kids grow to be the best they can, hence our brand proposition of “With Robinsons, help your kids fulfil their potential”. Robinsons products would support this claim by helping provide the hydration required for mental and physical development. This launch ad for the campaign aims to establish the brand promise – creating the foundation for the more product-focussed ads to come. The ad uses a beautiful, simple animation style to tell the story of a seed that starts its life buried deep underground. As it’s gently sprinkled with Robinsons squash from a watering can, the seed comes to life, stretching out its arms and sprouting upwards. It bursts through the soil and grows into a lovely flower, which in turn, sprouts a sweet little child. The child skips happily off to play, as all around other flowers are sprouting other children, who run around in their new, exciting world. The ad ends with the words ‘Raise them on Robinsons’.