Never underestimate the power of funny: Plant-based POWR debutsfree climber film Marketing Communication News [Video]

VOOM Nutrition launches bold new campaign in collaboration with McCann

VOOM Nutrition sets out to celebrate the power of plants in its launch campaign for POWR, its vegan sports endurance bar.

Developed by leading creative agency McCann Bristol, ‘The Climb’ is a cautionary tale that follows a free climber preparing to tackle ‘the Big One’, an ominous, vertical rockface that he’s always been fixated on. The film is shot with the same intensity as an epic sports documentary but ends with a ‘dark humour’ twist that viewers don’t expect, tying into the campaign line: ‘Never underestimate the Power of Plants.’

“We’re a challenger brand in sports nutrition, a category that can often take itself quite seriously,” explains VOOM CEO Robin Higgens. “While we’re serious about creating our plant-based products, our team and our customers are outdoor enthusiasts who enjoy the unpredictability of nature, something McCann has expertly captured in the film.”

McCann Bristol’s Executive Creative Director, Zane …